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.
*
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.
*
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.
*
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.
Successful
direct mail is a combination of art and science.
Direct
mail samples are available on request.
