Nonprofits everywhere are creating a better world. But their mission comes with a price tag. Before they ever begin the hard work they set out to do, they have to find money. Every nonprofit understands the challenge of raising enough money to meet budget goals to carry out its vision.

Fundraising is necessary, and it takes a considerable amount of energy to fund a vision. As a result, it makes sense to search for fundraisers that give you the most bang for your buck—maximizing efficiency and minimizing resources. When every dollar matters, it’s worth exploring any opportunity.

A direct mail fundraising campaign could be the opportunity your non-profit is looking for. For years, direct mail has proven to be a successful way for organizations to raise the capital they need to move forward. Direct mail typically has greater returns than digital avenues and is fast and easy when you partner with the right mass mailing service.

Why is direct mail so successful?

It is tactile and targeted.

  • Tactile. People form a stronger connection to things they physically interact with. Putting a piece of mail in someone’s hands creates a stronger connection than viewing it through a computer screen. As a result, mail campaigns bring in more money than digital ads and email marketing.
  • Targeted. Mail allows you to target your audience. By filtering by your chosen demographics, you get to hand pick the recipients of your donation requests. To make it even better, the generations that are most familiar with direct mail fundraising campaigns are also in their prime giving years (think 50+). This is a part of the equation that makes direct mail so successful.

Tips to Ensure a Successful Campaign

Here are some fundraising fundamentals that make direct mail campaigns successful. These simple tips will help you increase your response rate and bring in that money your organization needs.

Custom Tailor

A massive perk of direct mail is the ability to custom tailor your marketing campaigns to your donor base. By appealing to segments of your database, you can send a tailored message. Filter your list by demographics, region, or giving history. Utilize variable printing technology to include personalized messages or statistics. Tailoring your message will increase your return on investment and guarantee a successful campaign.

Create Visual Appeal

First impressions are lasting. Creating a visually irresistible product will make your donors take notice. Include a few key elements to draw people in and capture their attention.

    • Utilize Your Branding. Good branding tells a story of who you are. Invest in great branding and use it consistently across every channel. Show off that investment using your color scheme, fonts, and logos consistently. Your organization will appear polished and professional.
    • Make it Easy to Read. Use short paragraphs. Highlight important points with bold typeface. Focus on layout. People will skim your mail until they find a reason to slow down and take it in. If you make things easy to scan and use visual techniques to draw attention to the highlights, people will hone in on what interests them. You are helping people to get drawn into your message.

Capture Emotions

People love to feel a connection to something. Even more, they love to feel like they are making a difference in the world. Many people use financial contributions to do their part to influence change. While people have their dollars earmarked for charitable donations, they are waiting for a cause they connect with before they write the check. Give people a reason to invest in you. Allow your message to capture emotions and compel people to action.

Reinforce Your Success Stories

Nothing tells the story of your success quite like a testimonial of how you are changing your corner of the world. By sharing a success story, you are reinforcing the success of your mission. People want their dollars to matter, so be sure to tell them exactly how their dollars make a difference.

In addition to personal stories, highlight data and statistics to help your donors understand the impact you hope to make. For people who aren’t emotionally driven, numbers do the trick.

Integrate With Your Website

While print will capture attention and invoke a response, you ultimately want to drive people to your digital home. When you drive people to your website, they can access a wealth of information about your organization or make a credit card donation.

QR codes and URLs make it easy to send people to your online platforms. Website information, social media channels, and email contact information allow people to engage with you on their terms. By integrating your mail campaigns with digital information, you allow people to tap into the benefits of both. Combine the personal connection that mail creates with the convenience of technology.

In a day and age when a million organizations compete for charitable donations, make yours stand out. A direct mail campaign takes very little time, is relatively inexpensive, and creates an excellent opportunity to form a lasting connection with your donors.