As we increasingly shift our fundraising strategy to digital, many fundraisers are left to question the value and place of standard practices like Direct Mail. Despite more donors moving to make gifts online, Direct Mail is still an incredibly effective fundraising tool and can be worth the ROI for organizations doing it right.
We were joined by Josh Alcorn, Co-Producer of the Nonprofit Storytelling Conference, on a recent FreeWill webinar where he shared his advice for building a Direct Mail program in 2024 and broke down what makes a stellar Direct Mail appeal.
We've compiled some of the takeaways for you:
Building blocks of a Direct Mail program
1. Powerful asks
- Ask donors to solve real problems.
- Don't hide the need or problem that exists.
- Tell an incomplete story! The donor's gift is what facilitates a happy ending.
- Test your asks with e-appeals.
2. Prompt thanking
- Tell your donor their gift was received.
- Be genuine, be gracious, be HUMAN!
- Include a reply card in your thank you letter to raise 5% more.
3. Regular reporting
- Show your donor what their gift helped accomplish.
- Tell stories of success with happy endings and happy photos.
- Give credit to your donor, not your organization.
7 tips for a great Direct Mail appeal
1. Get to the point quickly.
Ask for a gift in the first few lines of your appeal.
2. Repeat the ask often.
Most people need to hear something seven times before committing it to memory. Repetition is your friend.
3. Tell an incomplete story.
Ask the donor to make the gift that will facilitate a positive ending.
4. Summarize
Summarize the entire letter in the heading and postscript.
5. Focus on the donor.
Try to leave your organization out of your writing. Use "you" language -- not "us" or "we" language.
6. Indent
Indent your paragraphs and stick with 13-point font.
7. Make it personal
The appeal should feel like it was written by one person for another person.
Bonus tip: Break the last line on the first page in the middle so the reader has to flip to page two to finish the thought.
Watch the full webinar recording to hear Josh's expert insight into Direct Mail and how you can optimize your program calendar in 2024.
Interested in learning more about FreeWill? Schedule a 1-on-1 conversation with a member of our team to learn more about how we've raised over $9 billion for our nonprofit partners.
