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 touch point) build upon the previous and prepare the donor for the next, weaving key themes, stories and images throughout for continuity.

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