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Five Elements of a Successful Direct Mail Fundraising Campaign

June 2, 2016 | Author: | Posted in Direct Mail

Initiating a fundraising activity and then finding potential donors to attend the event, inspiring them to make good donations and retaining a long lasting relationship with each and every donor is not an easy task. Every nonprofit organization has to go through these phases and there’s a need for an effective communication model between the organizers and the donors. Today, in the age of internet, it is quite obvious that phones, emails and social media appear to be the best and the easiest means of communication. But apparently it isn’t the case and the traditional methods of sending out newsletters and postcards are still the favorite of nonprofit organizations for the personal touch and deep human values they add to every fundraising activity. Phone calls and emails, essentially lack a personal feel to them and since fundraising is all about building human relations and working for a better world, direct mail seems to be the most feasible option. This article lists out the most important aspects of a direct mail fundraising campaign to get a great number of responses and leads.

1. Choosing Donors
All successful direct mail fundraising campaigns start with an extensive list of probable donors, which eventually narrows down to become a list of the most potential donors. Hence, one has to measure the results of the campaign on a regular basis, analyze the responses and downsize, or upsize the number of direct mails to be sent to a particular group of donors.

2. Attention of Donors
It is certainly not easy to grab the attention of donors amidst their busy schedule and lifestyle. Moreover, the major competition to your direct mail fundraising campaign are the spam mails from various companies and services that are mixed with yours in the donor’s mailbox. So the objective is quite simple and clear, grab the attention of your donors within 10 to 30 seconds with your innovative designs, compelling headlines and written content having deep human and emotional values.

3. Acknowledging Donors
Once you have managed to grab donors’ attention and narrowed down the list of donors who are willing to attend the fundraising event, humbly acknowledge their willingness to contribute by sending out thank you postcards and newsletters with all the details regarding the fundraising event. Be sure to mention the organization’s views on how it sees and values this relationship and what are its expectations from this union.

4. Retaining Donors
Fundraising and philanthropic events aren’t a one time thing and hence retaining your existing donors is as important as approaching new ones. Keep them updated with your latest activities and how judiciously their contributions are used in charitable activities. Thank you cards, festival and holiday cards, calendars… it’s all up to you, how well you integrate creativity and ingenuity with the concepts of direct mail fundraising.

5. Opening Multiple Channels
Though direct mail fundraising works wonders for you, it is not wise to neglect the opportunities other means of media offer you. Direct your donors to new channels like your website, your office phone and social media pages. Use the concepts of direct mail fundraising smartly to open and promote multiple channels to communicate with donors and accept donations.

This Article was written by Julian Short. Visit our site at and salesandmarketingblog.netmarketing for more details.

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