Four Keys to Cutting DM Production Costs

Four Keys to Cutting DM Production Costs

April 18, 2006

By Abny Santicola, editor, FundRaising Success Advisor

Even if your organization isn't able to do much testing of your direct-mail packages, there are some tried-and-true ways of cutting costs that are worth considering. Richard Goldsmith, president of New York City-based direct-response fundraising agency The Horah Group and author of the book "Direct Mail for Dummies," shares the following tips:

1) Use lighter-weight paper.

2) Use envelopes with an open window instead of a poly window, unless you're mailing internationally.

3) Clean your list. "Use all of the Postal Service products for mail-update services to make sure you're mailing to people where they live," Goldsmith says.

4) Mail smart. "If you can, do modeling on your file to make sure you're only mailing to people who are interested in what it is that you're soliciting," he adds.

Dick Goldsmith can be reached via http://www.horah.com