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. statement, and on your reply device.  Let donors know that if they respond by the deadline, you’ll be able to do X, Y and Z.  […]

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 their contribution.  Don’t use the same generic form letter in response to every appeal. Be sure to include a reply envelope in your thank you […]

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 the potential to deliver significant increases in performance for you. Photo tests, fonts, outer envelope color, etc., can make an impact, but not nearly as […]

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 […]

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.