Description: 

The Certificate in Direct Marketing is designed to give students and understanding of why people donate and why they stop, an understanding of the key stages in the donor recruitment process and an overview of the essentials of creative briefing.

 

  Learning Outcomes:

  • Understand why people donate and why the stop donating
  • Know the key stages in donor recruitment planning
  • Understand the importance of segmentation, profiling and targeting
  • Understand the key factors in media selection and planning
  • Understand the importance of fulfillment
  • Know how to calculate key performance metrics
  • Understand the key issues in writing a creative brief
  • Know what should be included in the creative brief