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 […]
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!
Find a control package (or several). I’m always surprised when I talk to nonprofit organizations and hear things like, “we’re working on a new holiday package because our board thinks we’ve used the old one too long – they’re bored with it.” I’m all for testing. Testing is important. But before you begin testing, you’ve […]
A good offer is one that is specific, tangible, urgent and solvable. Here are some examples: Your gift of $19.40 will provide holiday meals for 10 hungry, homeless, hurting people today. OR Your $500 gift today will help us rush flu vaccines to 8 villages to save the lives of children like Eduardo. Please hurry! […]
Not all fundraising offers are made for direct mail. Some causes just don’t lend themselves to direct mail. This can be because your audience is so small you can’t get the economies of scale necessary to make direct mail a cost effective proposition. And some offers won’t work in direct mail because they’re uncomfortable. We’ve […]
Don’t hide your ask deep in your letter. If you’re spending the money to send out direct mail solicitations, don’t be shy! Prominently and repeatedly make your ask. In fact, some of the best direct mail fundraising letters not only make the ask several times in the letter, but also in the outer envelope teaser […]