7 Strategies to Maximize Direct Mail Fundraising

Advanced, Direct Mail

By Jeremy Reis

Direct mail fundraising is a great way to raise money for your cause. However, it can be difficult to know how to maximize your direct mail fundraising efforts. Here are 7 strategies to help you get the most out of your direct mail fundraising campaign:

1. Keep your donor list clean and up-to-date.

One of the most important things you can do to maximize your direct mail fundraising efforts is to make sure that your donor list is clean and up-to-date. This means removing inactive donors and updating contact information for active donors. Keeping your donor list clean will save you time and money in the long run.

Here are a few tips to help you keep your donor mailing list clean and up-to-date:

1. Verify addresses before you mail. The U.S. Postal Service offers address verification services that can save you time and money by ensuring that your mailpieces are delivered to the correct address.

2. Remove duplicate entries from your list. Duplicate entries can not only clog up your system, but they can also result in undeliverable mailpieces. Use merge/purge software to remove duplicate entries from your list before you mail.

3. Use NCOA updating services. The National Change of Address (NCOA) database is updated monthly with new information on address changes submitted by people who have moved. By using NCOA updating services, you can be sure that your mailing list is current and that your mailpieces will be delivered to the correct address.

Keeping your donor mailing list clean and up to date may seem like a daunting task, but it’s essential to the success of your fundraising efforts. By following these simple tips, you can be sure that your mailing list is current and that your mailpieces will be delivered to the correct address. And what’s the point of spending time and money developing a beautiful direct mail piece if it’s going to end up in the trash because the address is outdated?

2. Personalize your appeals.

Donors are more likely to give when they feel like their donation is going to make a difference. When you personalize your appeals, you show donors that their contribution is valuable and that their donation will be used wisely.

3. Make it easy for donors to give.

The easier you make it for donors to give, the more likely they are to do so. Include a return envelope with your appeal letter and make sure that your website is set up for online donations. Use a QR code and short URL on your response device to direct donors to the correct landing page. Use the same design elements on your landing page that you use in the mail so donors feel the page is congruent to the mailpiece.

4. Set a realistic goal for your campaign.

When setting a goal for your campaign, be realistic about what you can achieve. It’s important to set a goal that is challenging but achievable so that you can track your progress and report back to your donors on how their donations are being used. Look at previous mail campaigns for the same topic and timeframe to get an idea for what you might raise with this campaign. Look for a 3:1 return on a good direct mail campaign.

5. Have a clear call to action in all of your materials.

Your materials should have a clear call to action so that donors know exactly what they need to do in order to make a donation. Be sure to include a URL or phone number so that donors can easily get in touch with you if they have any questions about making a donation.

A call to action (CTA) is an essential part of any fundraising appeal, yet so many organizations make the mistake of omitting this key element. A CTA tells your donor what you want them to do next, whether it’s making a gift, signing up for your email list, or attending an event. Without a CTA, your donor may be left feeling confused or unsure of how they can help. Here are four reasons why your next direct mail appeal needs a clear call to action.

1. Helps You Meet Your Goal. Every fundraising campaign should have a specific goal in mind, whether it’s raising awareness for your cause or generating financial support. By including a CTA in your direct mail appeal, you can ensure that your donors know exactly how they can help you meet your goal.

2. Increases Response Rate. Your CTA is your opportunity to make a personal ask of your donor. Asking for a specific action from your donor will almost always result in a higher response rate than if you simply asked for a donation with no specific amount or purpose attached.

3. Makes It Easy for Your Donor. Your CTA should make it as easy as possible for your donor to take action. This means providing step-by-step instructions on how they can complete the desired action. For example, if you’re asking your donor to sign up for your email list, be sure to include the URL where they can go to do so.

4. Allows You to Measure Success. In order to know if your direct mail campaign was successful, you need to be able to measure results. Including a CTA makes this easy because you can track how many people completed the desired action. This data can then be used to inform future campaigns.

A well-crafted call to action is an essential component of any successful direct mail campaign. By including a CTA in your next appeal, you’ll be able to increase response rate, make it easy for donors to take action, and measure the success of your campaign.

6. Send thank-you letters promptly after receiving donations.

Be sure to send thank-you letters promptly after receiving donations so that donors know that their contributions are appreciated. A personal touch goes a long way in building relationships with donors and encouraging them to give again in the future.

7. Keep track of your results so that you can adjust your strategy as needed.

Keep track of how much money you raise from each mailing so that you can adjust your strategy as needed. This information will be helpful in planning future direct mail fundraising campaigns.

By following these 7 strategies, you can maximize the results of your next direct mail fundraising campaign – and your overall nonprofit fundraising. If you take the time to plan and execute your campaign carefully, you’ll be well on your way to meeting (and even exceeding!) your fundraising goals .


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