Should you let direct mail donors “rest”? (Tip #24)

Mail at least monthly.  A lot of people think monthly solicitation is too frequent.  Maybe you don’t want to over mail donors and make them mad.   I understand that. Here’s the deal.  In the months you aren’t mailing, plenty of other organizations are.  It isn’t like their mailbox will be empty because you didn’t send […]

Are your bequests in trouble?

  Every nonprofit board and executive should read this morning’s Wall Street Journal article, Counting on an Inheritance?  Count Again.  The article is primarily a discussion about the long-term impact on families of the economic declines of the last few years. Interestingly, WSJ found that nationally, “alling asset values reduced projected inheritances for baby boomers […]

Are you integrating mail and e-mail? You should be… (Tip #23)

Every time you put mail into the mailstream, you should send a coordinated e-mail blast.  The integrated (timing, theme and message) approach will help you reach more donors and generate more net revenue than just sending direct mail by itself.  

What’s your direct mail suppression strategy? (Tip #22)

Be careful not to over-suppress. What do you do when someone calls and asks to be taken off your mailing list?  Do you just say OK and pull them from all future communication? The better solution is to engage them, and use this opportunity to build a deeper relationship.  Try to solve their desire for reduced […]

Keys to a strong fundraising offer

A few weeks ago I wrote about what it takes to have a strong fundraising offer.  While on vacation this week in beautiful Santa Barbara, CA, I found a great example of a strong fundraising offer. This counter-top display was in the Westmont College bookstore.  It isn’t pretty.  There’s no flashy branding.  But the offer […]

How often can you use a match challenge in the mail? (Tip #21)

Matching challenges help increase direct mail response rates and total revenue.  I’ve seen nonprofits that use matches in as many as 7-10 of their mail appeals each year.  Probably seems excessive, right?  The interesting thing is, it doesn’t get old.  Donors love leverage. Use a match as frequently as you can – they work well!