The NonProfit Times - July 15, 2008 - (Page 15)

PRINTING RITA O’NEILL AND BROOKS HALL Predictive Modeling Reducing print costs via better prospects hen a nonprofit is trying to negotiate the best savings on printing, they usually aren’t discussing this with their list broker.Yet, your list broker can be a direct conduit to the strategies, techniques, and professionals that ultimately reduce your printing costs. You expect your list broker to recommend lists. You might ask the person to recommend a service bureau for fulfillment or merge services. You might also rely on the broker’s recommendations for list hygiene. You want to start asking that list broker about other cost savings tools. At some level you’ve done or flirted with modeling or profiling, maybe looking at best customer, lifetime value, or seasonality.These are done with the goal of better understanding your donors. Certainly you’ve heard all the buzzwords. You’ve seen ads, seminars, webinars, and brochures about all of the exciting things you can do with data and analytics. You’ve either decided you need to do this, or you have been instructed by your CEO, executive director, your board, or even your IT department to explore it. No matter how it gets on your plate, you W have heard, “You can mail smarter: mail less, more effectively.” So, you’re actively researching or paying more attention to the material and the calls you are getting. You are expected to report back on how it works; the pros, cons, benefits and expenses. Think about it. You’ve already tasked your list broker to “mail smarter.” You are mailing less.You are netting less. And, your list broker is already analyzing return on investment (ROI), helping you accommodate the factors that result in netting lower mail quantities. If you are already utilizing your data to understand your house file better, the next step might be to consider prospect predictive modeling. Instead of doing this yourself, have your broker navigate this process. Remember – the broker is already negotiating costs for you because you are mailing less. Therefore, the broker might be best equipped to make sure you, the client, gets the solution that best meets your prospecting needs and the best bang for your buck. To use your list broker optimally, give the person more information, not less. Include the broker in as many strategy sessions as possible. Invite the list broker to offer you more than just list recommendations. In fact, you should expect this. Your list broker has more incentive than anyone to make sure you can continue to prospect effectively long term and can safely guide you through this process as an advocate. Mailing effectively not only means choosing the right targets but also eliminating the wrong ones.With the right broker connecting you to the right modeler for your program, you can avoid mailing non-productive names and save money on lists, data, and printing. ANALYTICS SAVES MONEY Analytics are a crucial component to a campaign’s efficiency. Good brokers turn into marketers that are not just focused on Printing, page 16 INTRODUCING NPT DESKTOP DELIVERY SERVICE A New Way To Receive The Latest Nonprofit News THE NONPROFIT TIMES is excited to announce a new way to receive breaking nonprofit news, fundraising tips, job postings, information on upcoming events and more, without opening your email! Introducing NPT DESKTOP DELIVERY, a communication tool which sends subscribers daily nonprofit updates directly to their desktops. How Does It Work? • Download NPT DESKTOP DELIVERY, a free service provided by THINK360. • Choose what time of the day you would like to receive your message. Don’t have time to read it? Click it, it goes away and you can bring it back up later by clicking on the NPT DESKTOP DELIVERY icon that will be placed on your desktop. You’ll get just one message per day. • Sign up today, get your first update tomorrow! Top Reasons To Use NPT DESKTOP DELIVERY: • NPT updates delivered straight to your desktop • You control when messages are delivered • No more blocked emails, so you won’t miss important nonprofit news! • Completely hacker-proof Visit www.nptimes.com/desktop for more information and to download. JULY 15, 2008 THE NONPROFIT TIMES www.nptimes.com 15 http://www.nptimes.com/desktop http://www.nptimes.com

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The NonProfit Times - July 15, 2008 Web Triggers Direct Mail Response Limited 'Face' Time Building Vs. Blowing Up Contents 'Mark'ed Man Who Are They? Making The Case Predictive Modeling Business Briefs Awards Calendar NPT Jobs Resource Directory

The NonProfit Times - July 15, 2008

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