A Blast From the Past: A Look Inside the Outside (April 2006)

FundRaising Success published its first issue in November 2003, which makes this our 10-year anniversary year. To celebrate, we'll be taking a look back at past issues throughout the year.

Sure, e-philanthropy is hot, but most nonprofit organizations still rely on direct mail as their fundraising workhorses. And the outer envelope is the wrapper for your all-important ask. It’s the first thing recipients see, feel and interact with.

As such, it requires a well-reasoned strategy that depends a lot on an organization’s mission, target audience and competition in the mail. Something that works for an advocacy group might not be right for a health organization. One thing that worked 10 years ago might still fly, while another favorite tactic could flop. It’s a testing game for each organization.

Following is a round-up of strategies and techniques to show you what’s working in the industry, and what might work best for your organization.

One size doesn’t fit all
The envelope still dominates nonprofit direct mail, according to Paul Bobnak, director of the Who’s Mailing What! Archive. But the size carrier an organization uses often can be a toss up.

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