Take
Vary themes within your program
In addition to the specific types of appeals mentioned above, I like to create branded appeals that give each mailing a unique identity while staying consistent with the organization’s overall brand. These appeals are like brands within the brand, and can be as simple as annual fund, winter appeal, spring appeal, etc. The branded appeal also can tie in with your core mission, such as “Fall Research Appeal” for a health charity or “Beds and Blankets Appeal” for a homeless shelter.
Remember to remind
Yes, we’ve been doing them forever, but reminders still are a powerful way to leverage your most effective appeals. If you do an annual fund in January, send out an annual fund follow-up in February — within two to four weeks of the original appeal.
- Companies:
- DaVinci Direct
Steve Maggio is an industry leader who has provided innovative strategy and creative for more than 200 nonprofits in his 30-year career. Since co-founding DaVinci Direct Inc. in 2005, Steve has served national accounts Disabled American Veterans, Lupus Foundation of America, Muscular Dystrophy Association, American Diabetes Association, American Cancer Society, Paralyzed Veterans of America, Memorial Sloan-Kettering, National Jewish Health and several faith-based charities, as well as regional healthcare, humane society, social service and international nonprofits. His teams have won more than 250 awards, including DMA ECHO, DMAW MAXI, DMFA Package of the Year, and NEDMA Awards for Creative Excellence, including Best of Show.
