Direct Mail for MembershipWhat Works? What’s New?

YES! Direct mail still works, it is not dead, keep doing it!

Lists- Still 60% of the success or failure of a campaign- Need list of joiner, people who have had an experience at your organization,

known donors to the arts, culture, conservation or missions like yours- In house list, or names collected by you – classes, ticket buyers- List consortiums will give you the most ardent supporters- List trades are #2 after your own compiled lists- List rentals of response oriented people – catalog buyers, members of like causes,

subscription people- Modeled lists- If a list works, keep using it!

Creative- Direct mail should reflect who you are!- If you are an art museum, get creative – if you are a zoo, you are animals, if you

are a nature org, look natural!- Test creative – full color vs. more institutional- Use of color is dictated by who you are appealing to – new members, have to

make it pop – current members for annual fund or upgrade – 4 color looks like acquisition, they will think you don’t know who they are

- Appeals to existing members, more sedate, less expensive, you don’t have to wow, just be personal

- Standard formats still work – letter, reply brochure, carrier envelope and return envelope – don’t do self mailers or post cards unless you test and do a backend analysis!

Offers- Make them an offer they can’t refuse! But don’t give away the store!- Discounts, premium items, events – either/or all of the above- Crazy discount offers are waning - TEST to see what works- QR codes can sweeten the deal – a special offer if they click here join now!

o Capture valuable info and keep going back to themSpecial scenarios – use of mail is specific to eachAcquisitionLapsedUpgradeAnnual FundRenewals