Are you targeting multibuyers in your direct mail acquisition? (Tip #50)

Multibuyers is the term used to identify donor prospects that appear on multiple rental lists in the same list buy.  These prospects are like hidden gold in your rental list mix!  Multibuyers are highly responsive to direct mail offers (that’s why they’re on multiple different rental files!), and will likely be one of the highest performing […]

Are you running a siloed direct mail program? (Tip #49)

Managing your fundraising programs in silos is a recipe for failure.  Donors don’t live in silos.  They don’t behave in a predictable manner.  Donors might see your mail, hear you ad on the radio, attend an event and then make a contribution online.  So which channel gets the credit?  More importantly, which channel gets more […]

Write better direct mail copy (Tip #47)

Your direct mail fundraising copy shouldn’t be about you.  As much as you might want to show donors how amazing your organization is, all the great you’ve done in the world, and what your future goals are . . . don’t. Instead, share a compelling and urgent need with your donor.  Then show her how […]

Yes, your direct mail letter needs a P.S. statement! (Tip #45)

Always include a P.S. in your letter.  Use the P.S. as an immediate call to action.  Since most people scan a letter (the intro, bolded/underlined copy and the P.S.), the last chance you have to compel a donor to give is in the P.S.  Make it clear and strong.