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 […]

Direct Mail Fundraising Tip of the Week (#4)

Write your direct mail letter like you’d write to a close friend.  Make it warm, personal and informal.  Adhering to the APA and MLA style guides might make the brand police happy, but it’ll kill your direct mail fundraising results. Direct mail fundraising copywriting is a style unto itself.  If you try to follow all […]

Direct Mail Fundraising Tip of the Week (#3)

In this multi-channel world, anywhere from 10% – 30% of the responses to your direct mail campaign will be captured online.  Make sure your website is optimized for giving.  And review your donation page to ensure easy navigation and transaction processing.