Fundraising in New York, a one day philanthropy conference, recently addressed the issues direct mail fundraising causes. Here are some experts' tips for fundraising by direct mail.
Length of letter depends on audience
Potential donors prefer longer letters (4 pages)
Current donors want shorter letters (2 pages)
Give letters a customized feel
Do not make it blatantly obvious that the letter is an all-inclusive, generic mailing
For example, a study showed that donors responded more positively to an annual campaign letter that did not just address them as “Dear members”
Be real
For example, fundraising letters with a real cloth ribbon received better responses than letters with a ribbon sticker.
Handwritten letters (not printed handwriting) are successful
Accompanying emails increase direct mail response by 12%
The accompany emails work especially well if the donation request is in the first two paragraphs of the email
Coordinate emails and direct mail to all age groups
Most direct mail experts focus only on those 60 years of age or older, since the younger demographic is reached mostly by online communication. Organizations should encourage younger audiences to be excited about giving. Also, email and direct mail should be coordinated so individuals getting both forms of communication will not be confused by disjoined messages.
Information taken from: Nancy E. Schwartz. “Direct Mail Reality Check: Outakes from Fundraising Day in New York.” www.gettingattention.org
--Ashley High is a Research Assistant at Christian Foundation Grants (www.christianfoundationgrants.com) which is subscription database of foundations that provide grants to faith based organizations. iDonate.com is a website (www.iDonate.com) that allows ministries to receive non cash gifts online.