Direct Mail Fundraising Is Alive and Well!

Direct mail fundraising is not dead or even a dying dinosaur of yesteryear. In fact, it remains one of the most tried-and-true forms of generating the necessary funds to enable an organization to fulfill their mission. With the right research and understanding of donor development trends, you can generate significant income through direct mail.

Here are some key options in a direct mail donor communications program:

Welcome Package

• This is usually comprised of a letter from the ministry principal, an organizational brochure, and a sample ministry or organizational resource.

New Name Conversion

• It is important to engage newly acquired names as quickly as possible. Often a carefully designed New Name Series of letters can help maximize the potential.

Monthly Letters

• Monthly letters are the way to keep your organization “top of mind with your donors and help them “see” your vision on a regular basis.

Product Offerings

• If you offer products or resources, you can create a special monthly product offer. This offer may be communicated through the monthly letter or through a separate communication.

LYBUNT Series

• This stands for “Last year but unfortunately not this.” In other words, a LYBUNT donor is one who has not given in a long time. A letter series urging them to rejoin the ranks of active donors can be helpful in regaining support or cleaning up your mailing list to save mailing costs in the future.

Newsletters

• This works best when sent in addition to the monthly letter. Depending on the nature of your organization, a newsletter could be sent monthly or quarterly. The difference between a newsletter and an appeal letter is that an appeal letter asks for funds, while a newsletter tells your donors what you did with the funds and the impact your organization is making. However, every newsletter should also contain an opportunity for a donor to make an additional contribution.

A strong direct mail program is the foundation of any successful fundraising strategy. These are just a few of the vital pieces to establishing a direct mail program that can take your organization to new heights.