Tips for Boosting Direct Mail Results

During challenging economies it has been noted that that acquisition results weaken and renewing of lapsed support becomes critical in maintaining and even increasing direct mail results.  Further, restoring donors helps ensure that earlier investments in donor acquisition were sound investments.

Things to do to increase the number of renewals:

Personalize the mailing, beyond the salutation.  This is too easy to do, so let’s not ignore the opportunity.

1. In your direct mail copy tell past donors how much their support matters to your organization. Make it personal by telling them that you have missed their support.

2. Make sure that you seek a second gift from those that donors within twelve months of any renewing gift.  Reestablishing their consistent giving decreases the likely they will lapse in future.

3. Be sure to thank lapsed donors in your appeals for their renewal.

4. Donors tend to renew as they were acquired, so try renewing them a similar direct mail package.

5. If you aren’t already, record the solicitation code for all future giving so this information is available for future consideration.

6. Include a hard ask.  Too many direct mail pieces fail for lack of a clear call to action.

7. Select a strong author for the letter, but don’t that person remove all of the important aspects you are building into the letter to ensure its success in renewing support and increasing results.

Things to do that will raise more money even when you have fewer renewals:

1. In direct mail appeals in the start of the year, ask for more than the lapsed donor’s last gift.  Later in the fiscal year, ask for renewal at the same level of their last gift if they remain in lapsed status.

2. Used a suggest gift array that leads to upgraded giving when a donor simply ticks the lowest suggested gift.

3. Support the ask amount several places throughout the letter: on the reply card; in the PS; and in any lift note or supporting insert in the mailing.

4. Consider providing a list of things each donor’s gift could do for your organization.

5. Personalize as much of the package as you can.

6. Ask donors to make at least two gifts each year.

7. Plan the full fiscal years’ direct mail program to achieve efficiency in production.

Contact Brian Lacy and Associates to have any one direct mail package evaluated at no charge.