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The Basics of Direct Mail Fund-raising

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What is direct mail fund-raising?

Direct mail is one of the most tried and true fund-raising mediums that exist. By putting the convenience of giving directly in the hands of donors, you can reengage lapsed contributors and bring new prospects across the finish line.


What are the typical components of a direct mail fund-raising package?

While size, color, length, and layout may vary, a direct mail fund-raising package always includes the following:

  • A direct appeal to donors asking them to contribute to your campaign or cause, most commonly in the form of a letter
  • An envelope that looks realistic – no windows!
  • A reply device where donors can fill in their information and donate directly
  • A reply envelope
  • Live postage, meaning a real stamp


What should I say?

 Direct mail is viewed as a very personal way of connecting with your donors. Use it to your advantage to develop a compelling pitch while creating a sense of urgency to drive your contributors across the finish line. The more personal, the better. The more they feel like you are reaching out directly to them, the more inclined they are to give.


Who should I mail?

 Make no mistake about it: direct mail fund-raising can be expensive, but if you target the right audience, you are sure to see a return on investment.

Focus on donors who may have lapsed contributions from previous years, or folks who you know are already supportive of your efforts. If you are going to prospect, make sure that you are reaching an audience where your message is likely to resonate.

No list? No problem. Our team of data experts can help you with that.


Will direct mail fund-raising work?

The more you put into your fund-raising program as a whole, the more you will see results. There is no substitute for hard work. Mailing donors is one thing – chasing your mail flights with calls, e-mails, and follow up yields an entirely different result. The more mediums you use to communicate with your donors – and the more repetition you have – the better.


Get started on your direct mail campaign today and experience the Majority Money difference!