In spite of the growth of online marketing efforts, direct mail is still one of the most effective tools available to charities that are looking to raise funds for their cause. Though that might sound like an unusual declaration, when you consider the number of emails that get immediately deleted on hitting a user's inbox, assuming of course that it even makes it past the spam filter, then you can see why a physical mail item remains important.
So how then do you make the next direct mail you send out for your charity your best yet? Here are a few tips:
It stands to reason that people will respond better to a focused fundraising message rather than a series of ad-hoc appeals that can trigger a disconnect between your charity and those that you are trying to encourage to give to your cause.
After all, the major thing you are looking for is the number of donations that a campaign generates rather than a certain number of responses, so there is a benefit to taking the longer term view and constructing an overarching direct mail programme.
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The mechanics of a charity direct mail campaign work best when there is a letter outlining the appeal, a response form and a reply envelope, as this removes several potential barriers between you and a potential donation.
Ensure that the letter has a simple message making your requests for funds, and don't include any extra elements like DVD's or brochures in the pack, as this might cause your message and donation method to be lost. Keep it simple.
So your charity direct mail campaign has set new donation records for your cause. Don't sit back and congratulate yourself too much; there is still work to be done.
Make sure that you send out a prompt thank you to your donor, otherwise you risk them viewing you as an organisation out for a quick buck. By making the effort to thank them you can foster a relationship with them, which could lead to further donations to your cause in the future.