Direct Mail on a Limited Budget

Direct Mail on a Limited Budget

Sept. 20. 2005

By Lisa Jones Shay, CFRE

So many of us in the nonprofit world are on tight budgets and can't afford to hire a direct-mail agency. Many fundraisers think of direct mail as a fundraising letter that comes from a nonprofit organization and describes its needs, and then requests gifts of support to help it fulfill its mission. Not true! An effective fundraising letter:

• is an appeal from one person to another;
• describes an opportunity for the recipient to meet personal needs by supporting a worthy charitable organization; and
• invites the recipient to take specific and immediate action.

As direct-mail guru Mal Warwick has said on more than one occasion, "You're writing for results, not for a Pulitzer Prize." So, do the following:

• Think about why you're writing this particular letter.
• What kind of people are you writing to?
• What are you asking people to do (minimum contribution)?
• What circumstances are you writing about? Be specific (e.g., an exciting new opportunity; unanticipated demand for your services; launching a new program; shortfall in gifts or corporate or foundation funding; maybe a challenge grant).
• Who from your organization will sign the letter?
• What are the benefits if they respond? (List the tangible and intangible benefits.)
• Why do they need to respond now? (Urgent need; opportunity; holiday; deadline; etc.)
• When do you want the recipient to receive your mailing? Is it seasonal or time-dated?/ul>

  Keep these things in mind in your effort to create better direct mail:

  1) Clarity (simple, clear, direct) is mandatory. Without it you've transmitted no message. The chief enemy of clarity is "in-talk" -- business buzz words, acronyms, "governmentalese." Also, avoid generalizations.

  Some other tips on language:

  Write in everyday language, as though you're speaking with a friend conversationally. Use compact, power words; short, punchy sentences; and words that convey emotions. Avoid foreign phrases or big words; minimize the use of adjectives and adverbs; and avoid abbreviations or acronyms.