If you’re working with a non-profit
organization, chances are you already know that the company purse strings are
tight. The restraints of a small budget means that your marketing efforts need
to pack a punch. Direct mail is
the perfect outlet to accomplish that goal. Nearly one-fifth of all donations
are attributed to direct mailing, so make sure that your DM pieces are as
effective as possible with these how-to tips:
Newsletters are Important
This is key for all non-profits, but
especially if your organization is small or just getting on its feet. Write a
semi-annual or quarterly newsletter with updates on current events and
activities, donor contributions and how they've helped the organization to get
closer to the goal, and donation information. And always be sure to include an
addressed return envelope to encourage donations.
Personalize Your Pieces
Want to up the chances of getting a
tangible reaction out of prospecting? Write for the target audience rather than
taking a broad all-encompassing approach. Add personal touches such as hand written signatures or a
short letter from the president of the company. If possible, always finish off
each year with a holiday card and thank you notes to donors and volunteers.
Don’t Neglect Past Donors
Repeat after me, your housefile
is always important. If you don’t already know, a housefile is the list of any
and all former contributors. Make sure to include it any time you run a direct
mail campaign. The people on that list have donated in the past because they
cared about your organizations goals and the chances are they probably still
do. Stay in touch.
Measure, Measure, Measure
Measuring the success of your mailers is vital to both the
organizations goals and its bottom line. Rather than spending the money to send
your mailers out to thousands of prospects and hoping for positive return,
choose a small portion of the group to send the mailers to first. See what the
reaction is. If it’s not what you’d hoped for, revise the mailers wording,
theme, appearance, etc. You’ll learn what works and what doesn’t and you’ll
have saved some precious marketing dollars.
