Direct mail is just one of the handy tools in your diversified fundraising program. And as with your other fund development strategies, building meaningful relationships in response to your donors’ involvement and preferences is critical.
In other words, proper evaluation and segmentation of your donor file is key to the success of your direct mail program.
When an organization is first embarking on a fundraising program, it’s not unusual for the same letter to go out to every donor. But as an organization grows, it becomes increasingly more important to customize your ASK based on your donors’ giving history.
Analyzing your data, and gathering anecdotal information about your donors from your board and key solicitors, is a good way to start understanding your fund development history and begin developing a direct mail strategy.
Learn Who Your Donors Are
- How many donors have given you a one-time gift?
- How many donors gave you multiple gifts?
- How many donors are recurring monthly donors?
- How many donors have been giving to you for 3 or more years?
- How many major donors do you have?
- How many donors have lapsed?
Armed With The Information You Learn From Your Fund Development History, Develop A Donor Moves Strategy
- Develop a strategy for your lapsed donors. Perhaps include them in your acquisition strategy.
- Develop criteria to identify prospects for your monthly donor program and invite prospects to become monthly donors.
- Develop criteria to identify prospects for your planned giving program. How will you engage them?
- Work with your board and key solicitors to develop a strategy for your major donors.
Not only is a robust direct mail program beneficial in securing resources for your organization, it can also assist you in building stronger relationships with your donors.
related article: 7 Tips For Writing Fundraising Copy
The purpose of this blog is to facilitate discussions that will help us all to better engage with our communities. Your participation and feedback are most welcomed and valued. Please join the discussion below.