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Continue direct mail fundraising efforts with address verification
Engaging recipients on an emotional level and maintaining strong relationships are two important tactics for nonprofit organizations. When combined with address verification efforts, direct mail can help in both those areas. An in-depth and genuine letter sent to the right address can enhance any fundraising campaign, even in a rapidly increasing digital world, says The San Luis Obispo Tribune. There should be a strong focus on how to appeal to a potential donor's emotional side, and direct mail can do just that.
But more important than garnering recipients' attention the first time is investing the effort into maintaining their attention and growing a relationship. Each donor should relate to the company on a personal level and be willing to engage more as time progresses. Doing so means organizing and updating contact information to keep in contact and not lose touch with valued members of the nonprofit community.
With the invaluable benefits of direct mail, fundraising managers should look to improve campaigns with direct mail tactics. A strong and well-worded piece of mail has proven to have lasting effects on its recipients. Here are three ways to create a better direct mail campaign for garnering new donors and keeping in touch with current ones:
1. Focus on content
What people read is the most important part of the piece of mail, especially since it's direct communication from the company to intended recipients. Make sure the copy is clean, easy to follow yet personal and focuses on the "why." The Direct Mail Man says to spend more time on why people should support a cause instead of overly explaining what the cause is. Touch on the initiatives, but make sure to make the letter is relevant to each individual potential donor.
2. Make it simple
Don't try to be fancy and include a persuasive brand image. Fundraising Success says one of the best ways to be cost-effective and improve response rates for nonprofit mail campaigns is to keep the envelope plain and only contain the recipient's name and address.
3. Test different ideas
Not every tactic is going to work for all nonprofits, so it's a good idea to plan a trial run and see how recipients respond. Make sure to utilize address verification software so inaccurate addresses don't hinder an organization's success.
