20 Direct-Marketing Ideas for Small Nonprofits, Part 4

[Editor's note: This is the fourth and final part of a four-part series. Click here to view part 1, here for part 2 and here for part 3.]

There are many strategies smaller nonprofits can employ to get results that mirror or even top those of the big players in the sector. In their session, "20 Big Direct Marketing Ideas for Small Nonprofits," at the 2012 Washington Nonprofit Conference, Eliza Temeles, senior account executive at MKDM; Jill Batcheller, membership manager at the Lincoln Center for the Performing Arts; and Alicia Toles, annual giving and donor data manager at Food and Friends, shared 20 direct-response fundraising strategies tailored to smaller organizations. Here are ideas 16-20.

16. Expand your messaging
Use what you're already doing to reach your donors with more asks, Toles said. Two easy examples are to include inserts asking for another gift or action with thank-you letters, and create an e-mail signature that your entire staff uses for all e-mails, again with another call to action in it.

"Offer calls to action in a addition to the messages you send," Toles said.

17. Get supporters involved
Everyone in the fundraising sector has heard the saying, "ask for money and get advice; ask for advice and get money." Loosely translated, that means the more you can engage donors, get them involved — in ways other than purely asking for money — the more likely they are go make gifts.

Temeles said that for one of her clients, people who had taken action in direct mail had a response rate three times higher than general prospects, and in e-mail people who had taken action had an open rate of 49.22 percent, clickthrough rate of 3.13 percent and response rate of 0.78 percent. Those numbers were way ahead of the fundraising benchmarks of a 12 percent open rate, 0.6 percent clickthrough rate and 0.08 percent response rate.

"People who engage with non-fundraising actions often respond with donations on further appeals," Temeles said. "Give them opportunities to take action. Think about personal pledges, story sharing, sign petitions, share video, etc. Offer volunteer opportunities and programs — something that brings them in.

"Bring them in the door if you can. Tell donors you’re open for communication," she added. "Include surveys for immediate feedback — and to learn more about your donors. Give option to contact someone about membership or donations, etc."

18. Be timely
"Smaller organizations have fewer people to work with so you have to do more with every person you can," Temeles said. "You have to make your appeals timely and relevant."

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.

20. You can't afford to forget stewardship
"You have to cultivate donors to move them up the cycle and keep them giving," Toles said. "Make sure donors are aware of their impact and that you're thankful for their support."

You must always think about how you're going to nurture each donor relationship and move them along the donor cycle. This is where follow-up communications about campaigns, their gifts and program works come into play, along with acknowledgment and engagement. Stewardship is vital.