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Monday 13 Sep 2021 - Friday 17 Sep 2021
The Direct Marketing module is designed to give students an 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.
Understand why people donate and why they 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 fulfilment
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
This course will provide the essentials of how to create a winning direct marketing campaign and include a wide range of formal learning opportunities designed to engage, educate and connect potential or active donors.
Date: 13th September 2021
Course tutor: Kevin Delaney, Lead Consultant, Academy Street Workshop.
Kevin is a nonprofit professional of over 12 years and co-founder of Academy Street Workshop, a nonprofit agency specialised in training, strategic planning support and fundraising mentorship. He is the founder of the Irish Fundraisers' Network and Charity Hack, an initiative to provide a step up for small and emerging nonprofits. Kevin is a graduate of the Common Purpose Meridian Programme and holds a Certificate in Fundraising and a Diploma in Fundraising Management. Kevin has spoken at conferences in Ireland, US, Norway, UK and Netherlands.