February 17, 2012

Maximizing Your Success in Direct Mail Fundraising

By Cindy Kilgore

Fundraising is the lifeblood of any non-profit organization and one of the most important streams of income for a non-profit is through direct mail.  In today’s economy, you need to do everything you can to get the most from your direct mail fundraising campaign.

Here are four ways that non-profits can maximize the potential of their campaign.

  1. Know and understand your demographics.
    This is perhaps one of the most critical areas. It is essential to understand who your audience is. For example, one charity decided to open up their donor appeal with the lyrics from John Lennon’s song, “Imagine.” Unfortunately, they were attempting to “bring people together,” and the majority of their donors were from the Bible Belt and thoroughly disliked the lyrics.  Their donations dropped by 70%.
  2. Split-test 
    Once you know your audience, you need to discover what message best “fits” that audience. Develop a version of your direct mail control package and test by sending the version to a small segment of your audience.  Compare and measure the results to see whether the “test” or control package was more successful. Use these results to adjust your control package and then – test again!
  3. Mix up your fundraising efforts.
    Many non-profit organizations concentrate their biggest drive at the end of the calendar year, and sometimes ignore other opportunities to fundraise throughout the year.  Get creative and highlight special occasions, donor birthdays, non-profit events to keep your organization “front of mind” throughout the year and bring in additional donations.
  4. Call on professional assistance
    If you’ve tried it all and have run out of ideas for your next direct mail campaign, think about finding a professional that will bring a fresh perspective to your efforts. It can be money well spent. They will review what you have done, what has worked and what hasn’t, and provide insights that could help “boost” your results. Consider working with a company who specializes in raising money for non-profits and will tailor your campaign around the size and strength of your organization.

For more information on how to maximize your success in your next direct mail campaign, download a free resource, 10 Steps to Get Your Direct Mail Program Off the Ground.

For more information on getting a fresh start on your next direct mail fundraising campaign, contact Cindy Kilgore, Director of Creative Services, at ckilgore@euservices.com

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