Direct mail fundraising is all about helping non-profit organizations get the money they need so they can help the people who need it. For this to happen there needs to be a connection between the donor and the recipients.
If you are using direct mail fundraising, here are some tips that may help you have an even greater successful campaign.
Tips for Direct Mail Fundraising Success
- Ask Readers to Give Money to Help: People give money to help other people; they don’t give money to build things. Make sure your direct mail links these two groups together so the donors know exactly whom they’re helping.
- Be Specific: When donors give money, they want to know whom their money is going to, and it’s up to you to make sure they know this.
- Allow Donors to Identify with Whom They’re Helping: Your request
for money needs to create an emotional connection between recipients and donors. Let them know who benefited from last year’s donations, and what you intend to do this year with the money you receive from the campaign.
- Tell a Story: Everyone loves a “based on actual events” story. So when you’re planning your marketing material, remove all the bureaucracy and focus on your cause and effect. Speak with volunteers or program staff and listen to their frontline stories, then use them in your direct mail fundraising materials.
- Give Donor’s a Choice: Allow them to choose how and what to give. For example, give them the option of a money donation, or to buy a gift with the money with all or part of the proceeds going to the recipients of your non-profit organization. Give donor’s an option to pay online, or attend an event in person and donate.
- Use Deadline’s when you Can: Giving would-be donor’s a deadline is a great way to engage action, because it defers procrastination. Sprinkle the deadline throughout your direct marketing campaign – but don’t be pushy. People don’t like to feel as though they’re being forced to do something.
- Measure and Test Your Direct Mail Fundraising Efforts: Measure what type of mailings are successful over others, such as survey type mailings compared to straight fundraising, as we have discussed here. As well, you need to test your letters on a certain number of prospects that you randomly select from a list. If it turns out to be profitable with one group, it will probably be successful with a larger group. You don’t want to put all your efforts into one mailing.
- Use Your Direct Mail Fundraising Campaign to Inform: You can effectively inform existing donors about news and events as you engage new donors too. Make sure your marketing campaign is broad enough to target both groups.
At iti Direct Mail, our focus is on quality and affordability. We know how important your direct mail fundraising campaign is to your organization and those you serve. We are your one-stop shop and allow you to complete your marketing campaign from one location. To find out how we can plan, design, print and produce your material for you, check out our services on our website and contact us.