Direct Mail

As you know, both direct mail and e-mail are huge for fundraisers, and it's always great to see what other nonprofits are sending to donors' mailboxes and inboxes. The new Who's Mailing What! lets fundraisers track the marketing trends in the industry, see what's working for other organizations and more.

To make sure your envelope is more than a means to deliver a carefully crafted letter and reply system, remember these three important things when evaluating your direct mail.

Don't let anyone fool you, looks count. First impressions go a long way. In the past week I've been thinking a great deal about the first and last impressions we have on our constituents. For those of us at colleges and universities, it begins when our future alumni are students. For others, it begins when our constituents receive our communications. I saved all of my direct mail from nonprofits for the last week, and I'd love to share some thoughts on the first impressions they gave.

I like e-mail. I like sending text messages. And I use both extensively. Yet neither of them grabs my attention like seeing someone’s handwriting on an envelope or note card that I receive. This is one reason I don’t believe direct mail will ever die, because it’s how we send each other handwritten notes, cards and letters. And in the nonprofit world, I also believe sending a handwritten note is one of the most effective forms of cultivation available.

The American Cancer Society has decided to halt direct mail acquisition and direct mail conversion, and ACS will be sharing its experience with Angie Moore and FundRaising Success.

In the November 2010 issue, fundraising copywriter and creative consultant Kimberly Seville wrote in her DM Diagnosis article, "If your letter signer has a unique 'voice,' use that to enliven your direct mail."

Not many organizations have been brazen enough to try to substantially reduce their direct-mail output. But the American Cancer Society is doing just that. The organization embarked recently on a huge, bold move to halt direct-mail acquisition and conversion efforts in a strategy designed to free up donated funds to bolster its multichannel fundraising efforts.

Direct-response fundraisers often struggle during the political season, as local, state and federal races attract giving that would otherwise be earmarked for charity. Donor fatigue and a still shaky economy continue to pose formidable challenges. But, don't succumb to those fears and overplay your hand. Better to wait for when the stakes are not quite as high and you can better afford to gamble.

FundRaising Success sister brand Direct Marketing IQ's Ethan Boldt and Paul Bobnak went head to head last year in this "Direct Mail Smackdown" episode, with Paul in the corner of the American Diabeters Association and Ethan in the SPCA's corner.

Ever wonder how you can destroy your fundraising program in 45 minutes with little more than a one-way mirror and a bunch of sandwiches?