Direct Mail is a type of Direct Response Marketing. For non-profits, Direct Mail is one of the most important ways to raise awareness and funds for your organization. When Development Directors consider non-profit fundraising ideas to grow their database & organization, direct mail must be considered.
Unless your nonprofit wants to waste money printing extra direct mail pieces, and deal with complaints from people who received several copies of the same mailing, you should take time to become familiar with the “merge/purge” process.
In a previous post here, I discussed a few things in our direct mail world that have changed very significantly since I founded LDMI in 1987. Now I want to address two dimensions of the profession we share that look pretty much the same in 2017 as they did in 1987. And I suspect you’ll agree with me about the importance of these hardy perennials.
You remember 1987: the year of “Black Monday,” when the stock market lost over 22% of its value in a few hours ... Prozac went on sale in the U.S. ... we all became aware of televangelists Jim and Tammy Faye Baker ... Robert Bork was Borked by a cabal of Senatorial midgets led by Ted Kennedy and Joe Biden ... and Lawrence Direct Marketing, Inc. was born.
Pop Quiz: Is having a low percentage of unique names on a prospect mailing list a positive or a negative indicator of success?Answer: Positive.
A client of LDMI once told us that he was looking around the room during a Board meeting and an important realization suddenly struck him: This group of men and women — who have donated and helped raise tens of thousands of dollars for his mission — were all introduced to his nonprofit through direct mail.
Adam Cassandra is our Creative Director at Lawrence Direct Marketing, Inc. Recently, he was featured in the Direct Marketing Association of Washington (DMAW) monthly newsletter Marketing AdVents. The piece is a short profile of Adam that discusses how he got involved in direct marketing, the importance of challenging yourself as a writer, and more.
Check out the interview from the June 2017 Marketing AdVents below:
This blog was originally published in May of 2016. Because of the interest in the topic we've decided to republish it here.
All non-profits have to develop strong fundraising campaigns. And like it or not, direct mail is still the key to a good fundraising campaign. Social media seems cheap and easy, but it remains a tiny portion of non-profit's revenue.
One of the first questions many non-profits ask when starting a Direct Mail campaign is, “How long should the letter be?” Those of us who have been in the business for decades know two things.
The starting point for all effective fundraising appeals is to appeal to the heart, rather than the head. This is true in both the copy and design of your donation request letter. For a donor, the decision to make a contribution to a non-profit is driven by emotion, rather than analysis and sheer logic. (Of the 14 reasons here, almost all have to do with the emotions)
Although instincts are involved, list brokerage is a largely scientific endeavor. When searching for potential lists, you must rely on research, experience, and hard work.
Lists are not static, they constantly change, and to find the most viable lists for your client the list broker must stay on top of changes of likely lists to know if they are growing or shrinking. This is especially important when you have a long history brokering for a particular client or within a particular vertical.