Direct Mail

Over the course of about six weeks, I received member/partner/supporter cards from 18 different organizations.

I tend to toss the lot of sameness into a basket to open and look through later, but there are a few rare exceptions — like everything I receive from Best Friends Animal Society. Those mailings are like a treat, an irresistible feast of cuteness and an infallible pick-me-up.

Here are 11 simple tips to follow when getting ready for that next, all-important direct-mail fundraising appeal.

Sure, there are important differences in creative approach for mail and electronic media. But many marketing and fundraising best practices transcend the medium involved. Here are a few examples.

Kim Cubine shares political fundraising takeaways for the 2012 presidential election cycle offered at the panel discussion “The Great Debate: Channel Wars — Red vs. Blue, Old vs. New.”

Sue Sena, founder of Sena Consulting and senior account manager of Tripi Consulting, offers her four top best practices for direct-mail fundraisers.

A look at the 2011 DMFA Acquisition Package of the Year, Center for Urban Community Services NYC Note Cards Package: Scenes of the City We Love.

Sometimes, good direct mail is just downright ugly. On purpose. Maybe the goal is for the piece to look inexpensive and put together on the fly with whatever office supplies are at hand — or not done by a professional graphic designer. It implies frugality and no dime wasted on fancy, artistic, matchy-matchy stationery.

A look at the Direct Marketing Fundraisers Association Package of the Year winner: the Fountain House Flying Cat Pads and Cards renewal campaign, with Amy Tripi of Tripi Consulting.

Once in a while, get out of the office. Don't go visit your family or fellow laborers in the fundraising profession. Talk to people who could be donors to your organization and who don't know their way around a direct-mail package. Find out what they are reading and doing. They may just give you a hint about a new place to look for donors.