| Raising money through the mail is an integral part of | | | | prepare it well or are you rushed for time? If your |
| any successful fundraising program. But it's | | | | mailing has a specific "reply by" date, have you |
| complicated. There are lots of mistakes that can be | | | | allowed the recipient enough time to respond? |
| made which can undermine the success of the | | | | 5. Asking for the wrong amount. Are you asking your |
| appeal. Here are the top ten most common mistakes | | | | donors for the right amount? Base your ask string on |
| made in nonprofit direct mail fundraising letters. | | | | the donor's last gift amount so you aren't asking for |
| 1. Failure to ask for a gift. Don't assume that your | | | | too much or too little. Are you tying the ask amount |
| donors will know what you want them to do. Ask | | | | to something meaningful in your organization? "Your |
| for a gift. And make sure to include a reply envelope | | | | gift of $1.74 will provide a hot meal to a homeless |
| to make it easy for your donors to send their gift to | | | | person." Uneven amounts are more believable. |
| you. | | | | 6. Ignoring automation benefits. In order to take |
| 2. Using a dirty list. Keeping your list clean is one of | | | | advantage of the best postage rates, your return |
| the most important things you can do to ensure the | | | | envelope must have the appropriate postal markings. |
| success of your appeal. Run your entire list through | | | | The size, shape, and color of your envelope must be |
| an NCOA (National Change of Address) update | | | | considered for USPS regulations. Planning your mailing |
| annually (this is required by the USPS for non-profit | | | | with a knowledgeable mailer can save you money on |
| rates and every six months on first class pre-sort). | | | | postage. |
| Always correct addresses of donors who have | | | | 7. "Support Our Annual Fund." Donors don't want to |
| moved. Make sure to exclude deceased donors from | | | | support your annual fund. They want to make a |
| your list and anyone else who doesn't need to | | | | difference in the lives of the people you serve. Tell a |
| receive your appeal. | | | | story of someone you have helped. Help the donor |
| 3. "Dear Friend." Failing to personalize your letter to | | | | see how his/her donation will make an impact. |
| each donor is detrimental to your appeal and can | | | | 8. Poor quality letter. An experienced printing shop |
| send the wrong message. If someone has been | | | | can help you get the best quality appeal in the mail. |
| donating to your organization for several years, you | | | | You don't want to send out something that looks like |
| are insulting them by not using their name. It could | | | | a copy of a bad copy. |
| also send the message that you are looking for an | | | | 9. Paying too much for postage. Are you taking |
| easy way out in the letter preparation process. Using | | | | advantage of pre-sorted nonprofit postage rates? |
| a window envelope with the recipient's name and | | | | Did you know that you can use a stamp and still get |
| address showing through can reduce the labor | | | | lower rates? |
| involved in preparing the mailing and keep costs | | | | 10. Failure to measure. You should set goals for each |
| down. | | | | appeal and measure its success. Are you measuring |
| 4. Bad timing. Timing is everything in direct mail. Are | | | | your success rates? Do you know what your |
| you mailing at the best times of the year? Are you | | | | response rate was on your last appeal? What was |
| coordinating your mailings with your other activities to | | | | your average gift size? Did you have any major |
| maximize your media exposure? Have you planned | | | | donors who self-identified themselves? What did it |
| your mailing so that you have plenty of time to | | | | cost you to raise a dollar? |