Direct Mail: 'Old Fashioned' but it Still Works

Step 3: Remember who you are mailing to.
Yes, I am going to say it again: You are not the target audience. A clever envelope can backfire if it is too difficult for your audience to open. Brilliant copy may go unread if the font size is too small. An insert may send potential donors down a rabbit trail if it's off message or introduces a new idea. Step out of your world and into the world of your donors and ask, "What is going to make my donor open the envelope, at least scan the contents and be compelled to donate?"

Step 4: Don't expect one mailing to stand alone.
Direct mail isn't like a flu shot where you do it once and you're good for the year. Your direct mail can be strengthened if you follow it up (or even proceed it) with an e-mail. A special landing page for the mailing can reinforce the offer and the importance of giving. Featuring the same project in your newsletter just before the mailing goes out can "prime the pump," making it more likely that your donors will respond.

Mailing more than once in the last quarter increases your chances of arriving in-home when a potential donor has the inclination to open your envelope. Major donors may appreciate a telephone call after the mailing is received to answer any questions. Remember those 60-plus channels? You don't have to use them all, but direct mail will be stronger when it's part of a multichannel strategy.

Ah, I could talk about direct mail forever ... but I'll stop here! All this old dog asks is that all you skeptics out there take a few minutes to consider (or re-consider) direct mail — an old-fashioned fundraising tool that can breathe new life into your year-end fundraising.