Using the mail to sell monthly giving (Tip #36)

Offer a monthly giving option on your reply device.  Don’t expect to convert a significant portion of your file to monthly giving this way, but you’ll pick up a few monthly givers here and there.  Even that would be a success, since you’ll increase their giving frequency and likely increase their total annual giving as […]

Keep the main thing the main thing in your fundraising appeals (Tip #35)

Todd Duncan, a well-known sales and leadership trainer has a saying: keep the main thing the main thing – and the main thing is selling. That philosophy holds true for direct mail fundraising as well.  But the main thing there is raising money. You may be tempted to fill your mail package with several different […]

Why emotional copy gets more response (Tip #34)

Donors make initial decisions to give based on emotion, not logic.  Write your direct mail copy with the goal of engaging the donor’s emotional triggers to compel action.  Donors validate their initial emotional decisions by backing them up with facts and logic, so make sure your letter blends the two for maximum impact.

Optimizing your direct mail fundraising calendar (Tip #33)

Restructure your mail calendar so you can squeeze one additional mailing in at the end of the year.  If you typically send 12 appeals each year, find a way to get a 13th appeal out around year-end.  You can raise an entire additional month’s revenue at little additional cost by doing this.

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 […]