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 […]

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 organization isn’t a household name, you may need to consider a premium track for your direct mail fundraising program.  Just be sure you understand both […]

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 some donors – but not the majority.  We know that 60%+ of direct mail-sourced revenue comes back to your charity in the actual mail.  Not […]

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 points if you’re using an integrated calendar that shows what you’re doing each month in every channel you have activated). Let each appeal (and other […]