Get Out of Your Direct-Mail Comfort Zone

I'm not advocating jeopardizing your nonprofit's solvency. Cautiously invest in some nonstandard options and see if you can find where another potential donor segment is hanging out.

Our donors get bored
A student brought in a mailing from a local organization. She had been a member for a while but had never given above her membership dues because the mail it sent her wasn't appealing. Then the organization sent a colorful package that actually looked fun and interesting. The student decided to send in a gift because she was drawn into the mailing with great graphics and then stuck around because of compelling copy and a strong offer.