20 Direct-Marketing Ideas for Small Nonprofits, Part 4

She suggested anniversary appeals, birthday messages and up-to-date issues to put the focus on donors in a timely manner. For instance, Friends of the High Line mails anniversary packages to celebrate donors and ask for continued support.

19. Map out your communications to track and improve your messaging
Always be mindful of what you send and when, analyzing what works and what doesn't. This is where recency and frequency analytics come in, Toles said. See how your messaging and timing affect the bottom line, and look for ways to optimize your message with a strategic plan.