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The Black Miracle: A Hanukkah/Thanksgiving Poetry Slam – Hanukkah 2013

Chag Chanukah Samayach & Happy Chanukah From Negev Direct Marketing


New Fundraising Tool: Direct Mail ROI Calculator

For better results on your next mailing, tune in to what the numbers from your last mailing are telling you. 

by Aryeh Zev Narrow

Guest blogger Aryeh Zev Narrow (Spring Valley, NY) helps non-profits make more money by communicating better with their donors. Aryeh Zev works with small-to-mid-sized charities that want world-class marketing communications, but might not be able to afford (or prefer not to work with) big-dollar marketing agencies. Learn more about non-profit marketing and fundraising messages on Aryeh Zev’s blog: The Spark*. You can contact him at  az at aznarrow dot com.


Aryeh Zev Narrow

 Numbers drive our business.

 Those of us in the direct mail (or email) business obsess over ROI’s, RFD’s and costs per thousand.

Marketers test, measure, re-focus, repeat. Results are measured and compared to the fraction of a percent. Every direct marketing campaign is guided by past results and industry “best practices”—rules of thumb for design, format, content, etc.

But because numbers drive our business, our business will never be any better than the numbers we use. Need better results? Get better numbers.

 Those of us who try to raise money by mail (or email) must understand what our results are telling us. In the 10 years I’ve been helping non-profits communicate better, I’ve seen that some important numbers are not so well understood… or not so easily calculated.

 About a year ago, I created a spreadsheet to help an organization understand its direct mail results.

There are some fundamental statistics every fundraiser should watch. And to make it easy, here’s the spreadsheet, to help you watch 6 of them: the Direct Mail Fundraising ROI Calculator.

        ·       Response rate

·       Average donation

·       Net revenue per list

·       ROI per list

·       The cost to raise $1

·       The cost to acquire each new donor.

Be clear: know where results are up and where they’re down. See at a glance which list performed, and which one didn’t. Have clear answers and detailed data at your fingertips when discussing your fundraising programs with the board or with supporters.

The numbers from your last campaign have a story to tell. Use he Direct Mail Fundraising ROI Calculator to hear them loud and clear.

Are You Measuring Your Marketing?


Source: Adobe’s Twitter page, @Adobe

Denny Hatch’s 10 Ironclad Rules of Direct Marketing


Link to full article:

Written and compiled by: Denny Hatch

A sampling of 10 basic marketing rules:

1. “Always make it easy to order.” —Elsworth Howell

2. Always ask for an order.

3. Always make an offer.

4. “The right offer should be so attractive, only a lunatic would say no.” Claude Hopkins 

5. “If you want to dramatically increase your response, dramatically improve your offer.” —Axel Andersson

6. “The wickedest of all sins is to run an advertisement without a headline.” —David Ogilvy

7. “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your advertising dollar.” —David Ogilvy

8. “Your best lede is usually to be found somewhere on the second page of your first draft.” —Pat Friesen

9. “Short words. Short sentences. Short paragraphs.” —Andrew J. Byrne

10. “Human nature is perpetual. In most respects it is the same today as in the time of Caesar. So the principles of psychology are fixed and enduring. You will never need to unlearn what you learn about them.” Claude Hopkins

Gary V. on TV Ads VS Content Marketing – 60 Second Video Clip

Featured Article: “Direct marketers should not lose sight of what’s important in the rush to the new”

I just read this article by Russell Parsons called “Direct marketers should not lose sight of what’s important in the rush to the new” and it really hit home with me.

I see so many people rushing to social media, running to digital, running to mobile while the same time discounting older marketing methods like direct mail.

I’m not saying that the newer formats have no place, because they do have a place, but I am an advocate for integrated marketing and sticking with what works and not moving to the new for the sake of new.

In a way we can get caught up in the new. Like the person who owns the iPhone 5 and who waits in line 3 days just to buy the new gold iPhone 5s simply because it’s newer. Lot’s of people want (they think they need) the newest and latest thing. In reality they do not.

Older marketing methods are still working and will continue to work in the foreseeable future.

Article link:


“Augmented reality, QR codes, social media, mobile et al all dominate attention and are afforded a disproportionate to use amount of time in terms of copy and discussion.”

“For many people and in many circumstances traditional is still the best. It might not win any innovation awards but sometimes a piece of mail is best, sometimes a phone call (read a previous missive on the benefits of cold calling here) is best and sometimes a knock on the door can work.”

Using Humorous and Edgy Copy on Your Website. Yes, No or Maybe?

We’re making some changes to the copy on our website, Mostly for SEO purposes. I’m going to add a sentence or two on each list type page to explain what sort of lists are on that page.

My question is whether or not I should use some humorous copy on our website to describe each list type?

Our site is interesting in that we draw both older school B2B direct mail people, some of whom are agencies and consultants. We also draw from a wide range of direct marketers looking to reach the Jewish market.  So really, all in all, we have some new school people and some old schoolers looking at our website.

I want us to be seen as new school and on the front end of the traditional field of direct mail. I don’t think I want to be too edgy in the copy, but I do want to push the envelope just a little bit.

So, let me throw it back at you and ask you: If you were to write a humorous and just a little edgy sentence or two about these four list categories: All Jewish Lists, Jewish Email Lists, Jewish Mailing Lists and Jewish Telemarketing Lists – what would you write?

I like how Marc Pitman, (t:)Ffundraising Coach extraordinaire takes the opportunity to have some fun by describing a new program of his he calls the “Fundraising Kick” as “A Year of Ask Kicking Ideas” – Nice play on words and he winds up pushing the envelope, without going overboard.

Links: The Dangers of Humor  –

Speaking of funny, this is the funniest written piece I’ve read in a LONG time  – ‘Surviving Whole Foods’ –

featured petition: Effectively address the crackdown on civil society and serious setbacks in religious freedom conditions in Russia.

A petition to the Obama Administration:

“We write as an informal group of organizations and individuals who are scholars, religious leaders, human rights advocates and practitioners to recommend specific U.S. government actions to more effectively address the crackdown on civil society and serious setbacks in religious freedom conditions in Russia.”

Link to sign this petition:

Yom Kippur 2013 – 5774

Via Dry Bones


Bibi Standing up to Some Chutzpah

We usually shy away from politics here on the blog, but this video was too good to pass up on. Kudos to Bibi for standing up to lies and really just immense chutzpah!

Life Moves Fast. Too Fast Sometimes.

I was thinking a lot today about slowing down everything we do in our lives.  We live in such a fast paced environment which can lead to accidents, unfinished products, ideas that are not fully though out, etc.

Sometimes we move so fast because we need to. Other-times we do it because we think that’s what we’re supposed to do.

Here’s a few examples:

– I see car accidents in my neighborhood almost daily. One time a lady was actually run over and killed (true story). I think if people asked themselves “do I really need to drive this fast?” that many of these accidents could be prevented just by being more aware of others and slowing down.

– How many of you have had business ideas that you thought was a great idea? I do this all the time. I have a great idea, and then the next day I’ll be on to something else. I don’t give myself the time for my idea to marinade and following through on these ideas almost never happens. Since there is pressure to make money a lot of good ideas that would take time to develop go to waste since they are not immediate money makers (and who has the time not to make money?). I’ve never heard of an app that took 15 years or more to make but a 15 year old whiskey is better than a 5 year whiskey. Get my point?

–  During the school year I wake up at 6:30am 5 days a week after getting home from work at 12:30pm and I rush to drop off my kids at school and my wife at work. Then, in the afternoon at 12:45pm or 1:30pm (yes kids here have basically a half a day of school as the normal school day unless you pay more to keep your kid later which we do not) I rush to pick everyone up from school and work. Then I rush off to work. Then I rush home to try and fall asleep so I can wake up again the next day at 6:30am.

There has to be a better, less stressful, less rushed way to do this and get through the day with ones sanity and physical well-being intact.

My point is I think we’d all benefit a little bit, we’d be less stressed, we’d think a little clearer, we’d follow through on more ideas if we all just slowed down.

For the readers who keep Shabbat, I’m sure you’ll say “that’s what Shabbat is for.” But what about the rest of the week? Is it OK to run around like a chicken with it’s head cut off 6 days of the week? I’m not convinced.

There must be a better way.

Negev Direct Marketing List of the Day: Jewish Week of NY Mailing List

Email Subject lines that work.. and the ones that don’t

Ever wonder what subject line to use for your next email campaign? Look no further!

The 2013 Adestra Subject Line Analysis Report, which was based on a review of over 2 billion global emails is a great source of data on what sort of subject lines work… and which do not.


Credit and thanks go to for their post “The Most (and Least) Effective Keywords in Email Subject Lines” for the inspiration.

Full post from the Marketing Profs here:

Full report from Adestra here:

“Rocket Fire From Gaza Shakes Cease-Fire With Israel”

Rocket attacks from Gaza broke the recent calm in the South of Israel yesterday night.

I personally cleared out our safe room at home just in case the rocket siren in Beersheva sounded. Communities that are a 15 minute drive from us heard the sirens last night although we did not.


I got into a talk on Twitter with a pro-Palestinian who said that these rockets do not kill people and therefore they are not dangerous. That is total B.S.!!

#1 These type of rockets have killed people in the past.

#2 PTSD which is very common in kids and adults after these sort of attacks IS a major thing that affects us and that should not be overlooked.

#3 there is no such thing as a “Friendly Rocket”! Rockets are fired with the intent to do damage not to send love to the people on the receiving end.

#4 The warning sirens are loud as heck and can be a traumatic experience on their own. Here’s a link to a much less loud version of what we hear before and during a rocket attack here in the South of Israel.

If you are interested to know how you can help the people of the South of Israel please check out the nonprofit group 57seconds. They are raising awareness of the security situation in the South of Israel via their various media outlets as well as raising funds to build public bomb shelters in Beersheva, Israel.



Facebook Page:

Twitter Feed: article on last nights rocket attacks:

Video Blog Post #1 – Interview With Gary Vaynerchuck This Wednesday

Since I recorded this video 30 minutes ago, I’ve got an email from Gary’s people at Vayner Media at set a time for Wednesday. So what was once up to date info is now old 30 minutes later… we live in a world of “internet time” where into get’s old fast!!!

I hope to do more of these video blogs so stay tuned!

My Personal Holocaust Story – Holocaust Memorial Day 2013

Tonight begins Holocaust Memorial day here in Israel.

My Oma and Opa (my grandparents) were hidden during the Holocaust in Holland.

My biological Dad was separated from his parents and was adopted by by a Dutch family. Amazingly he passed as Dutch and not Jewish although I’ve heard stories of close very calls with brushes with the Nazis almost finding out that my Dad was Jewish.

The family that adopted my Dad during the war was just recognized as an official righteous gentile family a few years back by Yad Vashem, something I am very proud of.

When my Dad and his parents were re-united after the war, my Dad who was a young boy at the time didn’t even believe that my Oma and Opa (his parents) were his real parents. He had forgotten about them.

The three of them survived but I’m sure that the emotional scars never really went away.

My biological Dad died a couple months before I was born in 1973 before I ever got to see or meet him. I think he had a lot of weight on his shoulders after all he had been through at such a young age.

Let’s remember never to forget. We don’t need to forgive, but let’s never forget!!

-Yoav Kaufman

Imagine a World Without Hate (Official Video)

source: ADLNational YouTube Channel

Domino Rally at BGU – Happy Passover 2013

Erika Glazer commits $30-million toward restoration of the Wilshire Boulevard Temple in L.A.

“Ms. Glazer, heiress to a shopping center fortune, grew up listening to sermons at the Reform synagogue by the late Edgar Magnin, known as the “rabbi to the


stars,” who persuaded Hollywood notables to finance the grand sanctuary, built in 1929 and known for its Byzantine-style dome.”

Full article here:




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