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 […]
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 […]
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 […]
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 […]
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!