Direct Mail

For many organizations, the use of recycled paper stocks for printed fundraising materials has long been a key component to demonstrating environmental responsibility. However, the limitations of recycled stocks traditionally have made them a challenge to use. Inconsistent sheet quality can reduce printability, while limited stock choices and higher costs often have relegated their use to special projects such as donor-acquisition campaigns. But that’s all changed over the past few years. Today, recycled stocks are of much higher quality than they were even five years ago, allowing organizations to use them for all of

While still the workhorse of most nonprofit fundraising programs, direct mail comes with its own set of production challenges. Here, Betsey Fortlouis, director of member communications for the ASPCA, shares some of the ins and outs of her organization’s direct-mail program, and how it rises above production challenges that come its way.

In today’s high-tech fundraising world, why wade into an old-fashioned topic like carrier-envelope design?

Greenpeace is in the mail a lot, advocating for environmental protection and raising funds for its whistle-blowing work. Constant in most, if not all, of its mailings is the interaction — and power — of its images and messaging.

For a mailing so small -- 4 inches by 8.25 inches -- this package does a good job of getting noticed. First off, it’s mailed blind, with no indication of the sender on the plain, white outer envelope. Blind mailings are always intriguing, if you ask me. Whether the recipient ends up being interested in what’s inside or not, the fact is that most people at least want to know who the mail came from. Once inside it’s clear the mailing’s from Special Olympics New Jersey. Included is a 7-inch-by-7.5-inch, double-sided letter on card stock, a reply device, two VIP tickets to the 2006 Summer

For fundraisers who rely on direct mail, these are the best of times and the worst of times.

First, the bad news: The sheer volume of information bombarding donors — from traditional broadcast and print media to the Web, e-mail and instant messaging — is making it harder than ever to get attention for your appeals.

In its white paper “RFM: A Formula for Greater Direct Mail Success,” Charleston, S.C.-based nonprofit software services provider Blackbaud posits that by using a database of donors’ giving histories to do RFM analysis, organizations can increase gifts and reduce costs.

Blackbaud recommends the following tips for nonprofits interested in setting up RFM measurement.

Chicago-based hunger-relief organization America’s Second Harvest wasn’t working with a lagging control when it devised and tested this campaign. Quite the contrary — the organization’s brown lunch-bag appeal was doing “fabulously,” says Terri Shoemaker, senior account director with Merkle/Domain, the Seattle-based direct-marketing consultancy that teamed up with A2H in January 2002. It was generating a strong response and average gift, but it was expensive to mail.

I’ve decided to offer my advice to those with inquiries concerning their fundraising troubles … a sort of “Dear Abby” column for the fundraising forlorn. I’m even willing to dole out this advice free of charge. Those with questions need not fear a monthly retainer bill or any other type of charge. Just please don’t tell any of my clients I’m giving it away for nothing!

Donors in the first quarter of the 20th century saw almost no advertising. Compare that to the 3,000 to 5,000 ad messages they get a day now, and you quickly realize that to even get your direct mail opened, you need to stand out from the crowd.

That was the message James Doyle of Virginia-based agency BMD presented at a DMFA luncheon titled “Standing Apart From the Crowd” (NYC, March 29).