Laura Webster Esposito

To boost your odds of success with direct mail, closely tie the visuals and messaging of your direct-mail package to your organization’s brand and marketing. In addition to getting the gift, a good direct-mail campaign should build an overall clear and positive marketing impression for your nonprofit. In the case of a zoo or museum, make the package an extension of the new exhibit’s advertising campaign. In the case of a charity, consistently use program facts and heartwarming photos to show and tell donors how many people (or animals) they’re helping or supporting. The positive impression created can help you down the road, and