Pulling Power

Nearly a decade and half into the new millennium, direct mail is still the workhorse for fundraisers. And while it’s true that multichannel fundraising is a must, direct mail is still a vital piece to acquiring, retaining and cultivating donors. The key, as in any fundraising medium, is engagement.

Take, for instance, MSPCA-Angell and the League of Women Voters (LWV). In its annual, year-end special event campaign, MSPCA-Angell utilizes direct mail to renew donors by engaging their passion for their pets. Meanwhile, LWV includes a popular, hard-to-resist engagement device in its direct-mail acquisition control to engage new supporters and get them to join and donate to the organization.