I ran across this Women Give 2012 (slightly dated) study comparing giving behaviors of women and men thanks to Gail Perry this evening. The study compared only single adult households (excluded married households) in order to better understand gender-based giving differences. Key findings… 1. Boomer and older women are more likely to give to charity […]
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 […]
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! […]
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 […]