Giving TrendsTM First is your comprehensive online resource centre, offering insight into the changing trends influencing the world of community and corporate giving. The exclusive information serves as an essential tool to help you make informed decisions to advance your vision. The first and only of its kind in Australasia, Giving TrendsTM First is designed to keep you ahead.

Australasia’s only comprehensive website focusing on philanthropic trends, Giving TrendsTM
First draws together a diverse array of information resources, from exclusive reports
through to media articles and leaders’ perspectives.

Giving TrendsTM First offers:
» Giving Trends Reports
» Leaders’ Perspectives
» 12 Program Profiles
» Exclusive Industry Polls
» Trends and Tips Updates and more...

With a kaleidoscope of information and industry tools at your fingertips, a subscription to
Giving TrendsTM First gives you the vantage point.

Subscribe today and put yourself ahead!

Log onto www.givingtrends.com.au or www.givingtrends.com

From little things, big things grow! Every day across the globe, people from all walks of life devote time and energy and financial support to causes close to their heart. Each of us is making a difference in our own way. Collectively, generosity has the power to change our world.

The Generous Seed places philanthropy and citizenship under the microscope. This insightful book investigates the social and psychological seeds of generosity and is a must-read for fundraisers with an eye to understanding more about donor behaviour - or anyone who has ever made a philanthropic contribution... and wondered if it really made a difference.

It also includes a section of practical and topical fundraising casebooks featuring tips for all areas of fundraising.

If you have given to charity, are considering giving or are just plain interested, it's an easy, informative and extremely interesting read.

To purchase a copy please email us or phone 1800 240 127.

(Herald Sun headline)
It is with great pride that we announce that Julie was named as Telstra Young Business Woman of the Year. Julie was also the winner of the Alcatel Young Business Woman award and a finalist in the Australian Industry Private Sector Awards.

"The honour of being named Telstra Young Business Woman of the Year, in a way, highlighted that corporate investment in community events and organisations is at an all-time high.

Today, many companies are reviewing their sponsorship to ensure a return on investment is achieved through philanthropic alliances. Without a doubt,the years ahead will bring new challenges, initiatives and rewards to those working in this field."

- Julie Clements

Mailboxes around Australia are becoming increasingly cluttered with appeals from NGOs, all vying for the same dollar. So what makes a good direct mail campaign? What motivates an individual to respond to one organisation over another? There is no one reason. Database and list strategy, the offer, creative, timing, prior relationship, reputation and the marketing environment all have some degree of impact on the success of a campaign. The good news is the majority of these elements are controllable by your organisation. Here are a few refresher points for getting the most out of your next appeal. For more information please call Australia on 1800 240 127 or New Zealand on 0800 840 129.

1. Write your objectives first
Objectives provide the strategic direction of your campaign and keep you focused.
Your objectives should include both communications and marketing objectives – ensure they are specific and considerate of internal and external factors that may impact your appeal at this time.
When articulated correctly these will provide the basis of your reporting and analysis mechanisms.

2. The Offer
Your offer is the sum total of all appeal elements.
Donors don’t support organisations - they support causes.
What are you offering supporters? What need does your organisation satisfy – a need to feed, clothe, empower, protect, find a cure, educate, advocate…these are the calls to action individuals respond to.
This thinking should not be restricted to your creative package.
What are you asking for? A one-off donation; subscription; volunteer time; sponsorship or a pledged gift?

3. Lists
We all know we should segment our database prior to mailing. However, ensure your segmentation bases are relevant to your organisation.
When evaluating lists check for deliverability, consult others on their experiences with lists. Ensure you are receiving value for money; seek guarantees as to the integrity of the list.

4. The Creative and Pack elements
Be true to your organisation and consider your appeal when preparing creative and create a sense of urgency.
Think emotive, not outrageous. Remember information and communication bring about participation. Involve the prospect. Consider interactive elements.

5. Timing
The old adage rings true – timing is everything. Consider the benefits of pulsing versus a blanket drop. Consult market intelligence on competitor activity both for your initial and follow up offers.
Also preset protocol for prompt gift acknowledgement and processing.

6. Analysis
Analyse and respond, to address your objectives.

7. Getting Help
With over 20 years experience in the not-for-profit sector, O’Keefe & Partners has produced more than 8 million direct mail pieces. To find out more about how O’Keefe & Partners can assist with any element of your next direct mail appeal call our team of direct marketing experts for a confidential discussion on 1800 240 127 (Australia) or 0800 840 129 (New Zealand). We’d love to help.

© Copyright 2002 O'Keefe and Partners