How Charities Can Make Direct Mail Campaigns Successful


How_charities_can_make_direct_mail_campaigns_successfulSpring holidays are often the time when churches, synagogues, and mosques turn their attention to charities and missions offerings. Yet many people cringe when they see appeals from charities and non-profits in their stack of mail, fearing scams. Below are several ways to alleviate this concern by showing that your cause is legitimate and securing the interest of potential donors.

List Your Credentials

If your organization is relatively unknown, it is always a good idea to include some credentials or affiliations to establish credibility. List notable entities with which your organization has partnered or worked, and include a web address and plenty of contact information. Encouraging the recipient and potential donor to get in touch and ask questions is a smart way to allow them to feel comfortable engaging with your cause. If your organization is well-established, remind donors why you are a household name by listing off accomplishments that their generosity has facilitated.

Use Envelopes Rather Than Postcards

When constructing your mailer, consider opting for an envelope rather than a postcards. Postcards can be easily discarded and are often seen as a blatant sales tactic. Sending your appeal in envelopes, however, requires the potential donor to engage by opening the package and examining the material to determine its nature. This is a crucial point, which has the ability to keep your marketing materials out of the trash bins and on the desks of donors.

Engage the Recipient with a Free Gift

One brilliant way to engage with donors is by including a free gift in the envelope. This gift can be anything relevant to your cause, from a bracelet to a prayer card to a lucky charm. Small gifts are more difficult to throw away and therefore will keep your charity in the forefront of potential donors’ minds for much longer than a letter alone would.

Use Direct Language

When sending out a donation request, it is best to use language that makes the donors feel as if a person – not a corporation – is enlisting their help. By using first and second person words, readers of your circulation feel more directly engaged with your cause and are thereby more eager to become a part of it.

Be As Informative As Possible Without Being Overwhelming

When crafting the information portion of your mailer, be sure to include all information relevant to donors: what the money will be used for, goals and achievements so far, and exactly what percentage of their funds will benefits which portions of your cause. An informed donor is a willing one, but exercise caution. A one page informational packet with optional directions to find additional information is usually more effective than a seven page tell-all. Keep the content slim and relevant to hang on to the reader’s interest.

By putting these tips to use in your campaign, your organization will be able to maximize the amount of funds it receives from direct mailers so you can get back to engaging in what matters most: finding the best way to ensure that your organization continues to improve and spread its good works.


Direct Mail Best Practices