The first and most essential best practice to follow when crafting a direct mail fundraising strategy is to know your audience. Compare that to standard email response rates of 1%, and you’ll see why direct mail should be in your nonprofit’s fundraising toolkit.ĭirect Mail Fundraising Best Practices for Nonprofits 1. How effective is direct mail fundraising?Īccording to Ballantine, direct mail response rates hover between 5% and 9%.
When executed as part of a comprehensive fundraising strategy, direct mail is an invaluable asset to your nonprofit’s fundraising endeavors.ĭirect mail fundraising is an effective fundraising strategy for any fundraising organization, including nonprofits, schools, museums, and associations. Direct mail fundraising, especially when well-targeted to your organization’s audience, is nearly always profitable. Plus, donors believe direct mail is better at telling a touching story and conveying facts than digital methods. Studies show donors are more likely to read a direct mail appeal than an email appeal. But the reality is that direct mail fundraising campaigns can be incredibly effective at raising money for your organization-even more so than email campaigns. You’ve probably heard some version of these questions:Īren’t donors more likely to respond to an email?ĭon’t direct mail appeals get tossed in a junk pile?įor some people who receive direct mail appeals, these assumptions may be true. Your nonprofit might speculate about the effectiveness of this “old-fashioned” hard-copy marketing channel. Who benefits from direct mail fundraising?Īs so much of the world has transitioned to the digital space, direct mail has developed a bit of a bad rap. These solicitations arrive in your donors’ mailboxes and provide a tangible, physical connection to your organization.
What is direct mail solicitation?įor nonprofits, direct mail solicitation is the process of writing, designing, printing, and distributing hard copy requests for funds to your donors and/or prospective donors.
It can be difficult to parse through all of the information out there about this tried-and-true fundraising method.
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