Soi Dog Foundation

What Works on Facebook: Old Fashioned Direct Mail Offers

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It is great to see that the techniques we learned in direct mail seem to apply in the digital space too.

I reckon that in direct marketing, nothing has actually changed in how the ‘offer’ works. Just we deliver it differently with different technology.

Soi Dog Foundation – a dog pound in Phuket, Thailand – is leading the way in Facebook direct marketing. Raising nearly $8,000,000 through Facebook so far AND achieving amazing advocacy goals they are one to watch.

Here I have just a few of the ‘direct mail on Facebook ads’ and posts they run.

1. The Soi Dog Facebook page today. No messing, straight in with a strong offer.

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2. Classic strong headline, ‘person’ in need looking straight to camera, a clear offer of what you can do.

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3. And again, strong headline, ‘person’ in need looking straight to camera, a clear offer of what you can do.

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4. Make the donor the hero. Literally.

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5. Consequences of not giving made very clear. Great before and after imagery. If you dig through archives you’ll find an ad like this somewhere in a magazine, direct mail or newspaper in the 1960s.

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6. Classic two-step. Get a lead and convert them. Not dissimilar to the long-running ‘improve your memory’ and ‘free investment guide’ that appeared in newspapers 1950s-1980s.

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Zooming in on the live Facebook page, I noticed 1,008 people reached within 31 minutes of posting this. Amazing.

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If you are serious about raising money online, read the old stuff – all of Mal Warwick’s old direct mail stuff, Ogilvy on Advertising and more.

 

Author

  • Sean Triner

    Sean Triner is a Co-Founder of Moceanic and Pareto Group. With over three decades of experience in fundraising and a Bachelor of Science (Honours) in mathematics, Sean has a wealth of fundraising expertise to share with Moceanic members and blog readers. He is also a coach and available for bookings on the Coaching+ program for fundraisers to help answer your questions and work hands-on directly with you.

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