If you work in the nonprofit realm, you know the prime season for fundraising appeal campaigns is right around the corner. Mellady Direct Marketing has helped numerous nonprofit organizations develop and execute year-end appeal campaigns, and there are some lessons we’ve learned about what helps a campaign stand out and succeed.
Have a Plan
It’s vital to start with a clearly defined plan to address your needs and goals for a nonprofit mailing. Identify stories that paint a picture of your organization’s needs and what it accomplishes in people’s lives.
Successful campaigns employ a multi-channel approach, including elements such as these:
• Direct Mail: Targeted direct-mail letters to existing donors, potential new donors, and businesses, including a strong call to action and a response element such as a tear-off form and a reply envelope.
• Landing Page: An online landing page for your website is a great place to promote your campaign, pay tribute to donors, and provide a link to donate online.
• Email: A series of enewsletters can help expand your reach and provide a great online follow-up element to your direct mail.
• Banner Ads: Identify websites where you can place banner ads that include a strong call to action and are linked to your campaign’s landing page or website.
Set a Budget
Have a budget and stick to it. It’s important to have an idea of what you’ll need to spend to achieve your desired results. A benefit of working with an integrated marketing firm that handles multi-channel campaigns is the potential to keep your costs lower than they might be if you used multiple vendors.
Develop a List
Your mailing is only as strong as your mailing list. An experienced mailing professional can ensure your existing database is processed properly for the lowest possible postage rates, as well as develop and acquire new mailing lists that help you reach your ideal target audience.
Trust a Professional
An experienced firm will bring to the table the skills and experience to develop a successful campaign that runs smoothly. That allows you to focus on what you do best: running your organization.
Are you ready to develop a plan for nonprofit mailing success? Contact Mellady Direct today!
