Institutional DevelopmentInstitutional Development

What makes a good direct What makes a good direct mail piece?mail piece?

Direct mail packageDirect mail packageA direct mail package should:A direct mail package should:Be consistent—The look of the entire Be consistent—The look of the entire package should flow from outer package should flow from outer envelope letter reply device envelope letter reply device reply envelope reply envelope

Direct Mail PackageDirect Mail PackageOuter EnvelopeOuter Envelope

A direct mail package should:A direct mail package should:– Be unique—The outer envelope should Be unique—The outer envelope should

prompt the donor to look inside. prompt the donor to look inside. Ways to do this include:Ways to do this include:

– A written message from the president on the A written message from the president on the outside of the envelopeoutside of the envelope

– A compelling pictureA compelling picture– Using actual postage stampsUsing actual postage stamps– Using the front of the envelope to tell part of a Using the front of the envelope to tell part of a

story with the rest inside the envelopestory with the rest inside the envelope

Three characteristics of a good Three characteristics of a good fundraising letterfundraising letter

An effective fundraising letter is an An effective fundraising letter is an appeal from one person to anotherappeal from one person to anotherAn effective fundraising letter An effective fundraising letter describes an opportunity for the describes an opportunity for the recipient to meet personal needs by recipient to meet personal needs by supporting a worthy charitable aim.supporting a worthy charitable aim.An effective fundraising letter invites An effective fundraising letter invites the recipient to take an immediate the recipient to take an immediate and specific action.and specific action.

The reply deviceThe reply deviceThe reply device should:The reply device should:– Sum up the essence of the offerSum up the essence of the offer– Include instructions, such as detach Include instructions, such as detach

here.here.– Benefits of becoming a friend listedBenefits of becoming a friend listed

Reply envelopeReply envelopeIncluded on the reply envelope Included on the reply envelope should be:should be:Reminder about the importance of Reminder about the importance of the giftthe giftShould have a clear return addressShould have a clear return address

SourceSourceHow to write successful fundraising How to write successful fundraising letters by Mal Warwickletters by Mal Warwick