For nonprofit organizations, direct mail remains the most effective channel for driving donations. 21% of donors cited direct mail as the prompt for their most recent gift (YouGov Giving Report 2013). Here are three ways to ensure that your direct mail piece stands out from the clutter in the mailbox.
Distill the message.
Your target is likely the organization next door’s target, too, so make sure you’re communicating clearly about the key issue at hand. Many nonprofits serve a wide variety of individuals or research across a broad spectrum of issues. Who is the individual you are targeting today? What is the one issue you want them to care about most right now? Often, distilling the message is the most challenging part of creating a direct mail piece for your organization, but answering the tough questions first will result in a more compelling end result.
Add a splash (or two) of color.
Your longtime donors may appreciate the leisure of a well-written letter, highlighting the organization’s success stories and milestones to date. But nothing says that callouts, graphical elements, photos and bursts can’t liven up the traditional letter and make recipients even happier to tear off the bottom portion and mail it with their check.
Create a landing page with more information.
We know that every direct mail piece needs a call-to-action (CTA), and particularly if your organization serves many audiences or wears many hats, a landing page where recipients can go to either get more information or donate now can be effective. According to the Direct Marketing Association (DMA), over 35% of people prefer to respond to direct mail by going online. Include a short, clear URL, and include it several times throughout your piece: as a callout, in the body copy and in the closing statement or P.S.
Don’t forget to minimize the number of clicks to donate; according the Online Fundraising Scorecard, 65% of nonprofits require donors to click three or more times before doing so. Capture emails and reply within thirty days, and be sure to include social sharing icons so donors can tell their friends and families about their involvement with your organization.
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Interested in learning more about creating a direct mail piece that gets response? Download our illustrated guide >