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...
How terrible are direct mail premiums, really? (Tip #31)
Premiums aren't evil. If you have a strong fundraising offer and/or are a very well known organization, you probably won't need premiums. If, however, your offer is weak or your...
Are you willing to risk 60% of your direct mail revenue? (Tip #30)
Don't try to save money by sending a postcard in place of your direct mail package and asking donors just to go online to make a contribution. This might work for...
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...
Use a campaign deadline to increase urgency in your direct mail (Tip #28)
Create urgency with a deadline for responding to your appeal. Prominently highlight the deadline on your outer envelope, within your letter (as part of your ask), in your letter's P.S....
Yes, your thank you letters CAN generate revenue too (Tip #27)
Use a custom thank you letter with each direct mail appeal. Use it to tell donors how their gift was (or will be) used, and to show sincere appreciation for...
What should you test in your direct mail? (Tip #26)
Test variables that matter and can have a significant impact on results. New lists, new list categories, segmentation strategies, offers, package formats, timing and ask strategies. These variables all have...
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...
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...
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...