Ask any direct-mail fundraiser, and she’ll tell you that the average donor age is approximately 60.* Sixty-year-olds give the most money and make up the bulk of volunteers. They also are most likely to serve on nonprofit boards.
Sure, e-philanthropy is hot, but most nonprofit organizations still rely on direct mail as their fundraising workhorses. And the outer envelope is the wrapper for your all-important ask. It’s the first thing recipients see, feel and interact with.
As such, it requires a well-reasoned strategy that depends a lot on an organization’s mission, target audience and competition in the mail. Something that works for an advocacy group might not be right for a health organization. One thing that worked 10 years ago might still fly, while another favorite tactic could flop. It’s a testing game for each organization.