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Direct Mail Basics

ADC Advancement AcademyFundamentals of Development

Wednesday, September 12, 2007Liz Fieweger and Molly Broeren

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Purpose and Benefits Purpose:

To reach a large number of people in the most efficient manner

To seek donations for school

To communicate news and information about your school

To help build relationships with alumni, parents, friends, community

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Purpose and Benefits (cont’d)

Benefits:

It works!

Relatively low cost and high return

Serves as the foundation for other fundraising activities

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Basics of the Letter

Opening

Must be catchy

Consider using quotes to draw reader in

Consider sharing new or exciting information

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Basics of the Letter (cont’d) Content:

Include emotional and rational reasons to give

Use a personal, conversational writing style

Remember to thank for past support

Express the urgency of your request

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Basics of the Letter (cont’d) Content, continued:

Consider offering multiple areas for giving

Focus on the reader, not all about “us” or “we”

Consider carefully who your target audience is

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Basics of the Letter (cont’d) The Ask

Direct

Repetitive

Customized

Specific

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Basics of the Letter (cont’d)

Use a “P.S.” Reader may skim the letter but will read

the P.S.

Call for action – perhaps by a certain date

Should be direct and impactful

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Basics of Letter (cont’d) Design

White space

Length of letter

Font and type size

Use of school or campaign logo or brand

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Basics of Letter (cont’d)

Testing

Read letter aloud

Use different audiences to “test” your letter and incorporate their feedback

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Personalization & Segmentation Personalization

Always more effective to use name

Consider adding a handwritten note

“Personalized” signatures

Consider using NCoA service to check addresses

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Personalizaton & Segmentation (cont’d)

Segmentation options:

Relationship to school

Donor history

Age group/generation

Other

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Timing of Appeals Take advantage of year-end tax

incentives

Majority of giving (and of asking) takes place within the last 60 days of the year

Consider three appeals The “non-appeal” appeal

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Timing of Appeals (cont’d)

Make sure appeals are not the only time your constituents hear from you

Make your appeals a part of your overall communications plan

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Other Components Enclosures

Premiums/Giveaways Pledge Cards Giving societies or levels Photos or additional information about campaign

or school

Outside envelope First chance to make an impression Hand addressed? Logo/return address

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Other components (cont’d)

Reply Device With the letter (as a tear off) On the return envelope A separate slip inserted in packet

Postage Do not send with return postage paid Use non-profit bulk rate postage stamps

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Mechanics

Mail House vs. In-house Production

Pros and Cons

Resources

Database tools

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Other resources for help This is just an overview!

For more detailed information:

Attend the Annual Fund Workshop Series

Sign up for a mentor

Refer to the ADC Contact List and call a colleague