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Tips for creating an effective direct mail fundraising campaign
Direct mail is a great marketing tool used by many companies and organizations around the world. It can be especially useful for nonprofits looking to launch a fundraising campaign. Direct mail software that includes address validation can be extremely valuable for anyone looking to solicit donors and other would-be financial contributors directly through the mail.
Despite the advantages, many organizations involved in fundraising don't have a clear understanding of the value of direct mail and how it can help achieve the intended goal.
Australian publication Fundraising & Philanthropy Magazine, citing a joint study conducted by the Association for Data-Driven Marketing & Advertising and the Australia Post, lists how popular a tactic direct mail fundraising is with the country's citizens, especially with respect to transparency and decision making. The website writes that when it comes to Australians making a decision on whether or not to make a donation to a specific cause or charity, 44 percent had their decisions influenced by materials received in the mail.
As it relates to being notified of how their donations are being used, 48 percent of Australians preferred to be contacted via email, 57 percent wanted to be directed to a website and 65 percent liked to receive the information through the mail.
The Fundraising Authority, a website that offers tips and strategies for raising money, gives helpful advice for anyone considering using direct mail to raise funds. One of the strongest points suggests not using this method if an organization isn't ready to devote the time and energy required to measure success or failure.
TFA suggests sending out materials to only half the prospects on a mailing list to gauge how strong the fundraising materials are in getting donations. This helps identify any weaknesses in the letter with regard to eliciting responses and highlighting areas that could benefit from revisions.
Another useful tip is sending other materials to the people on a direct mail list that doesn't just solicit funds. Thank you cards, newsletters that highlight organizational updates or changes that helps keep donors informed and even holiday greeting cards should also be sent to prospects to show appreciation for their time and contributions. This kind of activity lends itself to an organization receiving additional donations in the future. All told, direct mail isn't a marketing strategy of the past, it is here to stay, even in the face of rapid technological advancements that makes communication between parties easier.
