If you work in the nonprofit sector, you know that fundraising never truly ends; it’s a constant part of the job. You also know that the final months of the year are the prime time for appeal campaigns. Particularly at the holidays when the spirit of giving is in the air, it is a great time for a nonprofit direct mail campaign that reaches out for support from lapsed donors, asks for the continued support of existing donors, or engages with potential new donors.
In our years of experience, there are several ways for your nonprofit direct mail campaign to stand out, tell your story, and raise the support your organization needs.
Put Some Emotion into It
Sometimes it’s easy for nonprofit organizations to be so focused on the big picture they can forget that what helps raise support are the stories of how they’re helping people and making a difference.
Perhaps your organization provides homeless veterans with the resources they need to improve their lives. Or maybe you are helping the developmentally disabled develop skills for their lives and careers. Whatever the focus of your organization, you probably have a very long list of stories that demonstrate the impact you’re making.
Those emotional stories are what help draw people in and raise support, and they should be the core of your appeal outreach. Over the years we’ve worked with numerous nonprofit organizations and helped them identify the best ways to tell their stories and raise support.
Reach the Right People
Rather than sending out a one-size-fits-all appeal letter, your nonprofit direct mail campaign can go the extra mile by reaching the right people, and there are several ways for you to accomplish that:
- Work with your mailing professional to develop your lists of past or existing donors, potential new donors, and businesses. Mailing lists can be narrowed down with a variety of demographic factors to identify your ideal supporters.
- Tailor your letter so it’s appropriate for the lists you’re using. For example, you letter to lapsed donors should include messaging that’s different than a letter to a business that’s never supported you before.
- Incorporate variable data printing to give your mailing a personal touch, from the greeting of the letter to a special message on the outer envelope.
Take a Multi-Channel Approach
While there is power in traditional direct mail, a successful nonprofit direct mail campaign incorporates so much more than just a letter. (Click here to read an article on the topic.)
Think of the appeal letter as the foundation of your campaign. Like any foundation, it needs to be designed with intent and provide a strong base on which to build.
Other vital elements to a successful multichannel campaign include:
- Driving letter recipients to online elements such as web landing pages that provide a portal for donating and paying tribute to donors
- A series of enewsletters to your email lists of past and existing donors, which they can easily share with their personal networks
- Ongoing social media campaigns to help tell your story and raise support
- Collateral materials such as brochures and other handout pieces
Outsource for Nonprofit Direct Mail Success
There’s definitely work involved in putting together an appeal campaign, particularly one with multiple elements. That’s why we recommend working with a trusted professional who can take care of the developing and executing your nonprofit direct mail campaign – keeping you in the loop throughout the process – so you’re free to do what you do best: furthering the mission of your organization.
Are you ready to take your nonprofit direct mail campaign to the next level? Mellady Direct has three decades of experience and we’re ready to help you. Click here to contact us today.
