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irect mail and telemarketing are two methods by which non-profits communicate
with their donors & prospective donors. They use direct mail for acquiring
new donors and for upgrading & renewing existing donors.
A rule of thumb used by some non-profit fundraisers is
to communicate regularly with donors, definitely more than twice a year.
As a guide, it’s recommended that the following be done on an annual basis.
| Four donor newsletters |
Two ‘special’ mailings |
3-4 phone calls |
Experienced direct-mail practitioners state that the
best response is achieved when: a stamp's is used, not franking window-type
envelopes are not used it appears like a letter from a friend…and multiple
stamps are used eg. replace a single 50c stamp with 2x 20c and 1x 10c.
Other useful hints from the experts include the following:
Timing
is all important. ‘Logical’ times to send-out direct-mail
appeals for support include Christmas time and crisis time…’we need your
support now!’ Get the ‘right’ person to sign your letter
of support. When the Australian Red Cross had Maggie Tabberer to sign
on of their appeal letters, the results were their best ever.
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