20 Direct-Marketing Ideas for Small Nonprofits, Part 2

On its direct-mail piece, FEC included an e-mail collection tool on the reply device. However, the collection tool wasn't to sign up for the e-newsletter — a common offer to try and capture e-mail addresses. Rather, it was an offer to take an action, which encourages greater participation. There was also a drive to "put your gift to work faster" by going to the website, and the URL was included in different places — on the reply, included in an insert to share your story — with different calls to action.