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Employ address verification for effective direct mail fundraising

Direct mail is a successful medium used for reaching the community on a personal level. Companies that utilize address verification for their lists are also able to contact more people than ever, meaning that the organization's initiative is being spread rapidly throughout groups of people who care. Nonprofits are known for creating and sending various types of mail for fundraising efforts. There are, however, many things to keep in mind when planning a direct mail fundraising campaign.

The Fundraising Authority says to start investing in a strong mailing list and segmenting past donor mailings from potential donors. Past donor lists are those who have donated in the past and are likely to do so in the future. Address verification software is especially useful to update past donors' contact information and keep in touch. Prospecting mail is, most obviously, for those who have not had previous contact with the organization.

While the initial goal for fundraising mail is to break even between costs to send material and donations, the profit lies in the prospect list follow up, says The Fundraising Authority. Continue contacting those who don't donate right away and try build a relationship with them; over time it may prove successful.

A few great tips for nonprofit fundraising mail, courtesy of The Nth Factor, includes writing a lengthy and meaningful letter to explain the organization's initiatives and purpose, tell a relevant and engaging story, target the mail for specific recipients and get the organization's website ready for visitors. It's also a good idea to send mail at the same time as other organizations to be consistent, always send mail on a schedule and measure the results. Tracking and analyzing the results will highlight areas of success and areas that could use a fresh approach.