How early is too early to be in the mail with acquisition? (Tip #32)

Get in the mailbox early.  Test your acquisition campaign to see how early you can be in homes without negatively impacting results.  This does two things for you: 1) It gets you in the mailbox before the competition, and, 2) It allows you to build a frequency component into your strategy.  If you’re in the […]

Are You Ready For Year-End Fundraising?

It’s August. Have you planned your year-end fundraising efforts yet? If not, what’s keeping you from it? This is the most crucial fundraising season, and now’s the time to start planning! If you wait until September or October to plan your year-end efforts, you’ll waste many precious opportunities for success. Check out these 18 Tips […]

How terrible are direct mail premiums, really? (Tip #31)

Premiums aren’t evil.  If you have a strong fundraising offer and/or are a very well known organization, you probably won’t need premiums. If, however, your offer is weak or your organization isn’t a household name, you may need to consider a premium track for your direct mail fundraising program.  Just be sure you understand both […]

Are you willing to risk 60% of your direct mail revenue? (Tip #30)

Don’t try to save money by sending a postcard in place of your direct mail package and asking donors just to go online to make a contribution.  This might work for some donors – but not the majority.  We know that 60%+ of direct mail-sourced revenue comes back to your charity in the actual mail.  Not […]

Direct Mail Fail – Alumni Acquisition Package

The minute I saw this envelope I knew the package was doomed.  The OE (outer envelope) had a huge flaw. Unfortunately, the OE wasn’t the only thing wrong with this piece. There were three significant problems with this appeal. 1. Dirty data. This mailing is addressed to my wife. Sort of. You see, my wife’s […]

Plan your direct mail as a continuity strategy (Tip #29)

Think of direct mail fundraising as a program, not an uncoordinated set of mailings you send throughout the year.  Plan your mail program out annually, calendaring out each activity (extra points if you’re using an integrated calendar that shows what you’re doing each month in every channel you have activated). Let each appeal (and other […]