Direct Mail Dos and Don'ts
- Be creative, be clever, and try new ideas -- but do NOT be deceptive in your copy or packaging. Scandals among some of the biggest and most respected nonprofits have created enough concern and suspicion in donors' minds -- make sure you keep your message and creative honest and straightforward.
- Mail OFTEN. Too many organizations rely on one or two annual appeals for their direct-mail fundraising efforts. What if your only appeal doesn't perform as well as expected or hoped? What will you do next year? Only by mailing regularly and throughout the year can you feel your donors' pulse and make educated decisions about what is working -- and what isn't.
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