Capital Venture: Secrets for Success

Many organizations use direct mail as a method of fundraising and, for some organizations, this is one of their most successful ways to reach large numbers of prospective donors. Some hints on successful direct mail include:

Remember that direct mail is more than just writing a letter, it is a direct mail "package" including the outside (carrier) envelope, the letter, any inserts like brochures, giveaways, etc., and the response mechanism-a pledge card or response envelope.
The most important part of the direct mail appeal may be the response envelope; it is the one thing that readers generally save.
Tell a story in your direct mail appeal, personal stories are far more compelling than statistics.
Use photos, again they draw the reader in-they want to learn more about this child, animal, family, etc.
Use a volunteer to sign the letter, it is more compelling than a letter signed by a staff member, and shows broad community support.
Whenever possible, follow up letters with a phone call (more about this next month).
The most important ingredient in your direct mail appeal is THE LIST. Make sure your mailing list is clean-names spelled correctly, titles included, no duplicates, etc.
Use a volunteer committee to review your mailing list to help you clean it up.
If you have a large number of constituents or are planning an acquisition mailing to new prospects, you will probably want to use a mail house to handle your mailing.
Remember that direct mail response on acquisition mailings is about ½ to 1½% responses and that direct mail, while it has its place in the annual fund, in not the only method you should employ in your annual fund.

If you need help developing an annual fund that uses various methods of fundraising for maximum results, you may want to order Linda Lysakowski, ACFRE's new book, The Development Plan. Or, call CAPITAL VENTURE SM for a free initial consultation on your annual fund.