Appeal Planning
Get More From Your Fundraising Appeals
Apply this process to your direct mail fundraising to optimize your results with all your campaigns.
- Planning
- Design and Data
- Execution
- Acknowledgement and Analysis
Your APPEALPRINTING team is here to help!
4 Stages of Direct Mail Fundraising
Planning
Goals & Objectives
Involve your staff and board members to determine your goals. Is it to Increase Donors, Raise Funds, Convert Donors to Sustainers or something else?
Ownership & Timing
Delegate tasks to individuals or teams. Create time tables and follow-up meetings to keep everyone on track.
Budget & KPI
Determine your budget and create necessary key performance indicators (KPI) to measure your results at the end.
Messaging
A picture is worth a thousand words, use compelling images to tell your story. Keep your message consistent.
Design and Data
Data Maintenance
Establish your source(s) for direct mail and email data. Validating your addresses early will allow you time to make corrections.
Segmentation
Using clean data, create personalized segments. Assign appeal codes to each segment for future analysis.
Copy & Design
Finalize copy, emphasize a donor-centric message. Involve APPEALPRINTING early to ensure your design meets Postal Regulations.
Channel Optimization
Take an Omnichannel approach with your appeal to engage new and existing donors. Put all channels of communication to work.
Execution
Printing & Mailing
Deliver artwork and mailing lists to APPEALPRINTING. Be aware of expected drop date and in-home delivery date.
Email Campaigns
Consider sending an email prior to in home delivery and a post email follow-up.
Social Media
Don’t just post, engage with your following on social media. Ask staff, board members and volunteers to share posts.
Phone/Events/Outreach
Execute alternate channels that can be used to promote your appeal.
Acknowledgements and Analysis
Acknowledegments
Take the time to say thank you to every donor.
Data Entry
Keeping your donor data up to date will help your next appeal. Don’t forget to document all replies and donations.
Analysis
Run your metric reports and analyze the results. Were your KPI’s met and what was the ROI?
Review
Gather the team and review the results. Talk about what worked, what didn’t, and how to improve upon the process.
