4 Stages of Direct Mail Fundraising
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.
A picture is worth a thousand words, use compelling images to tell your story. Keep your message consistent.
Design and Data
Establish your source(s) for direct mail and email data. Validating your addresses early will allow you time to make corrections.
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.
Take an Omnichannel approach with your appeal to engage new and existing donors. Put all channels of communication to work.
Printing & Mailing
Deliver artwork and mailing lists to APPEALPRINTING. Be aware of expected drop date and in-home delivery date.
Consider sending an email prior to in home delivery and a post email follow-up.
Don’t just post, engage with your following on social media. Ask staff, board members and volunteers to share posts.
Execute alternate channels that can be used to promote your appeal.
Acknowledgements and Analysis
Take the time to say thank you to every donor.
Keeping your donor data up to date will help your next appeal. Don’t forget to document all replies and donations.
Run your metric reports and analyze the results. Were your KPI’s met and what was the ROI?
Gather the team and review the results. Talk about what worked, what didn’t, and how to improve upon the process.