Direct mail for Charities remains an essential tool #directmailforcharities

in - August 2014

Direct Mail for Charities remains an essential tool

IF CHARITIES SOMETIMES THINK THEY ASK FOR DONATIONS TOO OFTEN — CHECK AGAIN…SOME DONORS THINK THEY ACTUALLY HAVEN’T BEEN ASKED ENOUGH VIA DIRECT MAIL

Despite the rapid growth of online communications direct mail remains one of the essential tools for fundraisers and charities for acquiring new supporters and soliciting support from current donors.

• Direct mail for charities remains the best for generating revenue, for those Charities that raise most revenue from direct mail are those that have a focused direct mail programme, as opposed to a `flavour of the month’ approach

• True measures of fundraising success are not the response rate or total income of any mailing but rather an increase in the total number of gifts compared to previous years and overall income generated through direct mail.

It is also a fact that fundraising appeals work best when there is a letter, a response form and a reply envelope.

These three elements are essential and other additions to any appeal are likely to reduce rather than increase response rates.

It’s also true that a charity’s donors are more likely to stop giving because they have not been asked enough, not because they have been asked too often! Some charities are reluctant to ask their donors more than two or three times a year fearing they will stop supporting the charity if they are asked more often.

This lack of communication is reflected in the 2013 edition of The Marketing Gap (fast.MAP) which revealed that some 10% of respondents stated that “lack of communication from the charity that I was donating to” was why they stopped giving to a specific charity. Read more about how catalogues are still a great direct mail tool.

Source: Post Impressions magazine from One Post, Issue 55.

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