Direct mail is a commonly-used fundraising technique where a nonprofit organization sends letters to specific people to raise money.
But if you don’t know how to do it right, you can waste a LOT of money!
Is this you?
You’ve seen other nonprofits send out letters, and you know they must work, because they keep doing it. Maybe you’ve sent out a letter or two in the past, and just not gotten the results you were hoping for.
You’re scratching your head trying to figure this out. It’s a letter for crying out loud – how hard can it be?
Yet, you just barely break even, and it seems like a lot of work for just a little return.
The problem is that you don’t understand the key ingredients for a successful appeal. No one has ever sat you down and explained the strategy and nuance of a successful appeal. You’ve never been to “Direct Mail School” to learn how to craft a letter that connects emotionally and elicits a response.
So you try what you’ve seen others do. And that doesn’t work.
There are 6 basic steps to creating a fundraising letter that actually generates the donations you long for. Get these right, and it works.
I’ve raised millions through the mail over the years, but it wasn’t always that way. When I first started out in nonprofit fundraising, I didn’t know how it worked. So, like you, I threw spaghetti at the wall, trying to find something that would work.
I went to workshops, read books, and studied appeals that brought in big bucks. And over time, I learned how to do it well. So much so, that I could predict with eery accuracy how much a letter mailed in a specific month would generate for my organization.
I’ve talked with lots of nonprofits that have tried direct mail and been disappointed with the results. I can usually guess where they went wrong and I’m going to share all my tips and insights with you in this book.
Learn the six basic steps to nonprofit direct mail success and more.
Get the recipe for success in this ebook for just
— $57 —
Here’s what you’ll learn in The Small Nonprofit’s Guide to Raising Money Through the Mail:
- How people sort their mail and what you need to do to avoid going directly into the trash
- How to create a plan for your appeal that includes time for writing, design, printing, and production
- The best times of year to mail
- How to estimate both costs and revenue
- How to choose the mailing list
- Exactly what to include in the letter
- How to format the letter for maximum readability
- What to put on the reply card
- The two key indicators for success and how to calculate them
Fundraising letters can be used to raise money for programs, projects, equipment, buildings, or general operating funds. No matter what you need, an appeal can help you raise money so you can change more lives.
Generally, direct mail is a cost-effective way to renew current donors or introduce your organization to new people. When done right, it is a great way to educate people and give them the chance to support your work.
To make it super easy for you, I’ve included templates and worksheets like
- Direct Mail Readiness Self Evaluation
- Direct Mail Plan Template
- List of Best Months to Mail
- Production Schedule Templates (both in-house and outsourced)
- Direct Mail Budget Template
- Ideal Fundraising Letter Formula
- Sample Reply Cards
- Sample Reply Envelopes
- Fundraising Letter Proofing Checklist