Case Study: The Home for Little Wanderers

Major donors do have different needs and expectations compared to regular donors, and they also might be very different people in terms of age, gender and financial status. But they will support your organization through the mail, if treated appropriately.

A highly personalized, intimate approach will enhance response. Use closed-face envelopes and First Class postage, messaging that references the donor’s special giving level, and other subtle techniques that simulate true, personal correspondence. These are all simple, cost-effective tactics that even the smallest nonprofit organizations can implement in their fundraising programs.

Lynn S. Edmonds is president of L.W. Robbins Associates. She can be reached at ledmonds@lwra.com.