Where do newsletters fit in your direct mail program? (Tip #25)

Newsletters are a great addition to your direct mail program.  Unlike direct mail solicitation letters, you can use them to tell more in-depth stories, thank your donors in special ways and give important program updates.  Newsletters should also generate a lot of additional net revenue for your organization.  Use a best practice newsletter format to […]

6 Steps to Integrated Fundraising for Small Charities

As any Executive Director or Development Director in a small nonprofit knows,  it’s hard to find budget to do some of the things you know you need to do.  Integrated fundraising is one of those things.  Even the name — Integrated Fundraising — sounds expensive.  Sounds like something you need a 20 person department and […]

Direct Mail vs. Digital: The Battle Continues

The Direct Marketing Association (DMA) released findings from a new study today showing that direct mail (and phone outreach) still deliver significantly higher response rates than digital (specifically e-mail) campaigns. Note: Importantly, this study and the findings highlighted here are not specific to nonprofit marketing/fundraising.  These are commercial marketing results (though there’s still value for […]

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 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 […]