Direct Mail: Improving Your ROI

Is there something that can be done to improve ROI for your direct mail program? How can the response rate be increased? How can you get a larger average gift?

There are many factors that can affect the performance of a direct mail appeal letter; but for today, we will focus on one component that can significantly make an impact on your direct mail letter results — the response device.

The response device is a coupon or card that the recipient sends back with their gift. It is probably the most important element in the direct mail package. This is

Has the time come for direct mail to ride off into the sunset?

Social media experts and digital marketers would like you to believe that direct mail has gone the way of the dinosaurs. But don’t be deceived by these false claims about the relevance of direct mail in today’s modern world of communication.

Every year Target Marketing conducts a Media Usage Survey. In 2015, 54% of Target Marketing respondents were using direct mail in their customer acquisition efforts.  In 2016, this rose to 58%. The use of direct mail for customer retention has risen from 51% to 55%. Direct mail is alive and kicking!

Even though people love their Facebook,

A direct mail program should be an essential component of your ongoing fundraising communication  strategy to nurture the relationship with your donors and maintain regular engagement. One of the best fundraising direct mail tips is to segment your donor list. Why? Because segmenting helps you meet your donors where they are so you can tailor your message, ask amounts, and communication strategies to increase their giving and engagement with your organization. Let’s say you have a donor file of 30,000 names. Some of them have never given to your organization, others have given only one time, some have given multiple times,

Recently I was asked if a gift acknowledgement letter should be sent monthly, quarterly, or in an annual letter summarizing all of the gifts given. The answer is none of the above!


While growing up, when someone gave you something, what did your mom always make you say before she would let you enjoy that piece of candy or gum – two important words – THANK YOU!

Unfortunately, there are some organizations who still make the unforgiving error of not saying thank you to their donors. Not only is it the courteous thing to do, but it

10 Mistakes Not to Make With Your Donors


Assume Your Donors Know All About Your Organization

In anything we do it is important to master the fundamentals. Often organizations get so caught up in the busyness of fundraising tactics that they forget about the fundamentals. There are Four Fundamentals every donor needs to know and understand about your organization.

  1. Your Purpose – the need you meet
  2. Your Mission – your inspiring plan of action
  3. Your Vision – how things will change
  4. Their Role – How they can make a difference

The more effectively you communicate these Four Fundamentals, the more your donors will engage