Fundraising Direct Mail That Drives Online Response

So, to take advantage of this evolving popularity of responding online to direct-mail appeals, let’s look at some strategies that you can implement immediately that will make your mail more engaging and encourage your prospects, donors and members to give, join and renew on your website.

Outer envelopes
Utilize that often wasted space on the back of your OEs. The first thing people do when they decide to open a mail piece is turn it over. You have an opportunity to get the recipient’s attention for a few more seconds. Add a message like: Connect with us online at www.yournp.org. Or, depending on the audience and appeal, use: Make your gift online — it’s fast, easy and secure!

Body copy of letters
Use copy such as: Please take a moment right now to renew your "Anytown Museum" membership — via our secure online-giving form at www.anytown.org/renew. Or, complete and return the enclosed membership renewal form in the envelope we’ve provided.