Another way to determine which strategies will be the most impactful is to organize a breakthrough workshop. In this workshop, ask yourself if the concepts address key areas of concern for your target audience. The final step in the planning process is to choose winning concepts and refine direct mail fundraising best practices and finalize them. Use the data you’ve gathered along the way to narrow down your most effective concepts and messaging strategies. After making your case and asking for support, make sure to end your letter on a strong note that leaves the reader feeling motivated and inspired.
- In an effective direct mail appeal, visual and written elements interact cohesively to reach donors in their hearts and minds, not just their mailboxes.
- If you have the data, the absolute best thing you can do is cater that ask array (list of suggestions) to the donors’ giving history.
- The frequency of your marketing efforts need to strike a delicate balance.
- Each interaction, or touchpoint, helps build the relationship between the nonprofit and the potential donor.
- Your segmentation can be used in combination with digital fundraising (especially with social media advertising) to maximize your campaign’s profit.
While there are more ways to reach your donor base than ever before, direct mail can still be a valuable part of your fundraising strategy. Include photos and creative design that draw attention to the main points of the appeal. When choosing a photo for your direct mail appeal, strategically select an image that conveys information and reinforces what you’ve said in the copy. A compelling photograph draws donors in and makes empathizing with your cause that much easier.
Should you partner with a direct response fundraising agency?
Depending on donor preferences, you may want to use email for renewals or other donor communications that provide a day-to-day view of activities. There’s also an opportunity to rightsize some of your campaigns – such as special appeals or high-end segments – with an elaborate direct mail piece. Donors appreciate the intimacy of a physical letter and often respond positively to your cause presented in a direct mail appeal, more so than they might in an email blast. With effective planning, customization, and implementation, direct mail fundraising can make the difference between missing and exceeding your fundraising goals. A QR code on a poster, TV ad, or mailer can direct your supporters to online resources such as your online donation form, social media pages, or a fundraising web store. In every appeal, respect your donors by being honest and communicating your needs clearly.
Be specific with your calls to action and donation requests
We’ve been doing this for 70 years and have helped hundreds of the world’s largest charities raise millions of dollars. Try mixing and matching these donor appreciation methods to see which ones your donors best respond to. Track your strategy’s success by analyzing open and engagement rates for each method. Our platform is easy-to-use, built off of decades of industry expertise, and both faster and cheaper than buying the paper, ink, and postage it would take to do this at-home. Texas A&M raised over $75 million to renovate their Zachry Engineering Building and turn it into a state-of-the-art teaching facility.
The third and final factor to consider is your budget for the campaign. Once you’ve taken all three of these factors into consideration, you should have a good sense of which format will work best for your nonprofit’s next direct mail campaign. Direct mail pieces that feel like https://simple-accounting.org/ they were written just for the recipient are more likely to be opened and read than those that feel mass-produced and impersonal. Take the time to personalize each direct mail piece as much as possible, including adding a handwritten note or signature whenever possible.
Beyond these general categories, segment your audience further so you can tailor your appeals to specific groups. Plus, when supporters feel acknowledged as individuals, they are more likely to feel a sense of responsibility to respond. After performing extensive research and organizing your findings, you and your direct response fundraising agency can begin brainstorming potential concepts for the campaign. Start by mapping the journey your supporters follow when engaging with your organization. Map their first touchpoint or exposure to your nonprofit (which is often a visit to your website), all the way to the step when they make a donation.
Together with these non-profit direct mail best practices, you’ll be on your way to creating an effective fundraiser and building a sustainable base for your organization. We’ve already talked about how important it is to focus on your audience. While you may have a broad mission with a wide appeal, that doesn’t mean you should send mass mailings either. After you collect the relevant data, look at your school’s fundraising history and donor demographics to better predict the success you could have with direct appeals. Here are four best practices to follow when reaching out to your prospects and donors via direct mail.
Use QR codes for easy CTAs
The more you research your prospects, the more customization you can provide. Telling people about the struggles and triumphs of your organization will show that you’re a credible organization and trustworthy with their contribution. This method is especially useful if your organization has a unique origin story. These data points will help you establish a baseline as to who your donors are, what they are passionate about, and why they are interested in supporting your organization.
Use the research you did for step one and include something meaningful. A drawing from a child your organization helps costs only one piece of paper, but it will have much more impact than any fancy thermos with your logo. Start with attractive packaging, then combine physical and digital elements, and if you can, include a thoughtful gift. So, if you can, take some time to add a handwritten note to your direct mail. If that’s not possible, even just writing someone’s name on the package can make a big difference. Now that you’ve narrowed your targets down to a manageable level, it’s time to put the work in.
It’s equally important for donors to see that their support is put to good use, as it is knowing you need their funding. Aria is a telemarketing firm that also provides nonprofits with personalized, handwritten cards to reach donors and prospects by phone and direct mail. You can use Aria’s handwritten cards for fundraising campaigns or donor recognition programs to add a personal touch to your thank-you messages.
This seems obvious, but one of the worst things you can do is overwhelm or confuse your potential donor. The scale of charitable giving in the US has been roughly 2% of GDP (Gross Domestic Product) since tracking began decades ago. This gives us a good estimate for growth and expectations to come, with consistent growth paralleling the US economy. Direct mail, because it is a print medium, gives you an opportunity to stand apart from other non-profits. A flyer, calendar, or even a colorful envelope lets you show a side of your organization or mission in a way that a website can’t. Rather than just another plaque or certificate, Texas A&M partnered with UviaUs to create a unique, interactive gift.
Top Providers of Direct Mail Campaigns for Nonprofits
Be clear as to why your organization needs donors to step up and support your mission. Do you have a matching donor program that will come to an end soon? Whatever the reason is, make it clear and make it easy for donors to send what you’re looking for. On the other hand, if you’re sending an update to your donor base let them know in detail what you have accomplished based on their past donations.
But when your prospect gets the letter, they walk straight into the kitchen, and… dump it in the trash. Put yourself in your supporter’s shoes and think about what interests them. Then, make a list of these words and use them in your letter template. But an important part of a conversation is about telling stories, and listening to them. Even though the recipient has probably never met the sender before, they can develop an emotional connection if they are made to care about a challenge, choice, triumph, or achievement.
Employing the stories of individuals is a method of inspiring donors that is effective for both direct mail fundraising and digital fundraising. If you have questions about what CTA phrase to use, or how to craft your message to best suit your non-profit’s needs, let’s get in touch! Creating Direct Mail for your non-profit is an important piece in your marketing outreach and we’re here to help every step of the way. Modern Postcard supports every aspect of a Direct Mail program, from lists, design and copywriting to shipping, mailing and tracking. Not only do links and QR codes make direct mail campaigns more engaging, but they also bridge the gap between mail and your nonprofit website.
