Direct Mail Fundraising Tip of the Week (#9)

Increase your response rates by including mission-relevant involvement devices in your direct mail.  These aren’t premiums like address labels.  Instead, I’m talking about items that require the donor to interact with your mail package and do something.  These are things like holiday cards, get well cards, meal tickets and table tent cards that you ask […]

Direct Mail Fundraising Tip of the Week (#8)

The priorities are 1) Audience, 2) Offer, and 3) Creative.  In that order. When building a direct mail fundraising campaign it is often tempting to focus the most time and effort on the creative.  After all, most people gravitate to the visual components because they’re the easiest to understand and critique. In reality though, getting […]

Direct Mail Fundraising Tip of the Week (#7)

Recency is key in direct mail fundraising.  Most nonprofit board members and executives (and even some fundraisers) don’t want to believe it, but your best potential donors are those who just made a gift to you. Instead of giving your donors a chance to “cool off” by suppressing them for a time after they make […]

Direct Mail Fundraising Tip of the Week (#6)

If you want to acquire donors at a higher average gift level, start testing catalog subscriber files.  You’ll get lower response rates (because these people aren’t necessarily qualified charitable donors), but they tend to give higher average gifts – in fact, sometimes fully double that of other list categories.  These donors also have good potential […]

Direct Mail Fundraising Tip of the Week (#5)

Direct mail fundraising is counter-intuitive.  Chances are that you, your board and others on staff have opinions about your direct mail program.  And chances are even better (in fact, close to 100%) that most of those opinions, though strong, have no basis in fact and will do more harm to your fundraising than good. Great […]