Pulse: Raising Money by Mail

FS: What's the most important thing to remember when launching a fundraising mail campaign?

SS: Who you are mailing to, and matching the message to that audience, is just as important [as the letter]. Grouping donors into a few categories such as nondonors, lapsed donors, major donors and event attendees can help you target recipients more effectively … help you reduce your postage and printing costs and increase your response rates. Once you have a list of just donors who you want to mail to, separate them based on their last gift size.