Direct
Mail Checklist
*
MAIL OFTEN.
Donors will respond on average five times a year, and prospect
lists can be mailed three times before discarding.
*
MAKE IT PERSONAL.
Use the word "you" in the first paragraph
and often throughout the letter. Imagine you're talking to a friend
– because your donors are your best friends. Remembering
you're offering them something valuable –
connection with your organization and cause. Put the word "you"
on the outer envelope!
*
SAY
"THANK YOU" A LOT. Say
"thank you" at least twice in the letter. And follow
up quickly with a letter of thanks – always containing a
bounce-back donation envelope.
*CLEAN
YOUR LIST & USE NCOA WITH OUTSIDE LISTS
It's a big waste of money to mail to bad addresses.
With NCOA as inexpensive as it is, don't make this mistake. Annually
clean your house list.
*
SET UP A YEAR'S MAILING CALENDAR
A regular annual mailing schedule enables you to plan
topics ahead and to have the time to secure good prospecting lists.
A mailing is a complicated venture; leaving its planning to the
last minute ensures failure and cost overrun.
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MAKE THE REPLY DEVICE APPEALING. Reply forms often
get separated from the letter. If hidden in a stack of bills –
if they don't stand out – they may not get returned with
a check.
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OFFER VALUABLE CONTENT, NOT JUST A PITCH. People
want to learn something by reading, and they want reasons to trust
what you're saying. Research your case; be specific about your
needs; be time-limited about funds needed; and include testimonials,
personal experiences and stories of people who have benefited
from your services.
*
P.S.
Always include one in your letter. You'd
be surprised how many people read a letter from the bottom up.
*
TEST, TEST, TEST. No one has a crystal ball.
Consider each mailing an opportunity to test one element –
copy, envelope, stamp, graphics, or reply form. Split the mailing
in two and do half with the test element, half with the old element.
Put a tracking code on the reply form so you can tell which is
which.
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TRACK RETURNS CAREFULLY -
SET UP THE RD WITH CODES.
Use
your reply device to track essentials: percentage responding,
average gift, cost-per-dollar raised. Compare returns by these
three components year-over-year with spreadsheets.
Success
in the mail is more a matter of science than luck.
