Direct Mail for Direct Action

We might be familiar with the various more traditional roles direct mail can play in the fundraising process, but the process of recruiting participants for a fundraising event is a whole different animal, and with it comes a different and more complex role for direct-mail marketing.

Some participants -- most, actually -- are drawn by the cause. Some come for the challenge and others for a combination of the two, or some other unknown factor. What's crucial in recruiting them all, however, is uncomplicated communication of the whole picture -- not just what they'll be doing for the cause, but equally what their participation will do for them.