Direct Mail

Two Premium Tips
October 2, 2007

Every organization that sends direct mail knows that, nine times out of 10, including a premium in a direct-mail package will increase response. But, similarly, it’s also common knowledge that in addition to increasing the cost of a mailing — both in terms of production and postage — premium mailings net lower-value donors. So, what to do? Peter Schoewe, senior consultant with direct-response fundraising firm Mal Warwick Associates, shared two key tips for how to get the most out of up-front premiums in the monthly, consistently useful Mal Warwick’s Newsletter last November. They are: 1. Give the prospect a premium they want, not what

One Premium ‘Don’t’
October 2, 2007

The book “Open Immediately! Straight Talk on Direct Mail Fundraising: What Works, What Doesn’t, and Why,” by Stephen Hitchcock, president of Mal Warwick Associates, features 81 chapters that look at nearly every facet of direct-mail fundraising, from acquiring and renewing donors to writing effective letters to the art of the ask. The second chapter of the book — titled “Hairsplitting Traps to Avoid” — discusses the balance nonprofit mailers have to strike between nitpicking for quality and sticking with their mailing schedule. “If you’re spending all your time trying to make each mailing perfect, you won’t be able to get out all your

‘Fake Surveys Suck!’
October 1, 2007

‘Fake surveys suck!” This is a piece of comment mail I’ll never forget. Scrawled boldly across the survey in thick, black marker, the donor’s opinion of the organization’s effort to engage him couldn’t have been more succinct.

Help Stamp Out Junk Mail
September 1, 2007

Happy Junk Mail Awareness Week! It’s still on the horizon — Oct. 1 to 7 — but it’s never too early to start planning your festivities! Unfortunately, Junk Mail Awareness Week isn’t intended as a celebration of the ways direct mail creates jobs, fuels economic growth and funds good deeds.

‘Common Logic’ Is Not Always Logical
August 1, 2007

Much of the so-called “common logic” of direct-mail fundraising that is still being handed down to new generations of fundraisers is bunk. In reality, illogical methods often win the day. Let me review just a few of the most common situations in which uncommon ideas succeed.

After the Acquisition
August 1, 2007

For some months now, I’ve been collecting samples — giving small donations to a number of charities (in addition to those I usually support), so that I can get an idea of who’s doing what with their “post-gift” donor communications.

Take
July 1, 2007

Remember the old days, before Al Gore invented the Internet? Direct mail was king in the direct-response fundraising world. Then came the Web and the predictions that it would dominate all other media, making books, magazines and newspapers obsolete. And, oh yes, direct mail was on its way out.

DM Diagnosis: What’s New?
June 1, 2007

After a brainstorming session one day, the Yoda of direct-response fundraising and I were mulling over ideas the group had generated. “You know,” Yoda said, “there really are no new offers anymore. It was easier to be brilliant before everybody started doing this. Now, you have to find a really good hook, or just the right spin, to make it seem new.”

Photographic Balance
April 17, 2007

Using photographs in direct-mail packages focused on animal abuse is a tricky thing. What kinds of photos do you use? Ones that depict the suffering of animals? This could be a turn-off for recipients. And if recipients are unable to handle the images shown in a mailing, chances are they’ll turn away before making a donation. Not the desired result. I’ve seen a lot of mailings that use pictures of abused pets, horses or other livestock. They’re shocking and terrible, and they trigger a ton of emotions. But it’s a lot to handle and can catch recipients off guard, leading to a whole host

Three Thank-You Note Tips
April 10, 2007

It’s important for organizations to send donors letters that express their gratitude for a gift -- the more personal and grateful, the better. In the February issue of the e-newsletter by nonprofit direct-marketing firm Mal Warwick Associates, Peter Schoewe, senior consultant for the firm, wrote a great piece on thank-you letters that stresses this point. Some of his key tips: 1. Thank-you letters don’t need to be well-written. Schoewe says that, actually, somewhat awkward thank-yous are a good thing. 2. Use words that bring the donor closer to your organization. A phrase like “We are grateful” should be replaced by “I am grateful.” Similarly,