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If you’re a nonprofit, you know how critical direct mail is to fundraising.
Here are three tips from the experts on how to maximize your efforts.
Three Tips To maximize nonprofiT direcT mail
T
reated right, most people who donate
to an organization will do so again. That’s
why your house list is the most important list
you have. Keep this list clean, up to date, and
treat your donors like the most important
people in the world — because they are.
What about prospecting? Purchasing a
relevant direct mail list is an important way to
bring in new people who might be interested
in your mission, but it will not be your primary
source of donations. Prospecting helps to
expand your donor base, but your house list is
the primary source of your fundraising dollars.
W
hen it comes to a person’s likelihood
to donate, the most important
factor is his or her personal connection to the
organization. To increase donations, use direct
mail to build real, lasting relationships with
donors over time.
• Make sure your donors understand your
mission and where their money will be used.
• Write to donors by name and personalize
your messaging based on the specific areas
or projects to which they have donated.
• Provide pictures or stories about the specific
ways their donations are being used. If
people are donating to an ongoing project,
keep them in the loop on the progress.
W
ith so many “free” marketing channels
out there, it might be tempting
to transition much of your fundraising to
electronic media. However, direct mail
remains the strongest, most effective way for
nonprofits to solicit donations.
According to YouGov
1
, 21% of people gave
to a nonprofit last year because of a print
solicitation. This is compared to 12% who gave
through mass media, 6% through social media,
and 10% through email. To keep donations
flowing, don’t stop the direct mail!
do more
than ask for
money.
Your
house list
is gold.
direct mail
is the #1
motivator for
donations.
Treat your donors like
the most important
people in the world.
Print is the most effective
way for nonprofits to
solicit donations.
Make sure donors
understand where their
money will be used.
People want to help, and they enjoy being part of efforts to do good for the world around them.
Use direct mail to make them feel part of your mission, and they will open their wallets to continue to be part of it.
photography and illustrations ©iStock 2014.
1
YouGov “Giving Report” (2013)