| "body"> | | | | Here's an example of what I mean. I received |
| Be warned. If you're starting a non-profit and | | | | aphone call from a non-profit on the west coast |
| don'thave $100,000 in the bank, don't use direct mail. | | | | thatwas in a financial crisis. So they intended to rent |
| Youliterally cannot afford to use direct mail to | | | | amailing list of strangers andmail an appeal letter, |
| raisefunds right now. | | | | soliciting a donation. Theircause? Temporary shelter |
| Launching a new non-profit is like launching a | | | | for lost reptiles. I'm notmaking this up. This tiny |
| newbusiness. You need to spend money to make | | | | non-profit provides homesto lost pet boa |
| money. | | | | constrictors, lizards and other exoticreptilian pets until |
| You cannot start a non-profit with no money | | | | their owners can befound. |
| anymore than you can start a business with no | | | | I think you'll agree that this non-profit does |
| money. | | | | notchampion a cause that has popular appeal, |
| You need to raise start-up capital somehow, butthat | | | | excusethe pun. They are not going to raise much |
| somehow shouldn't be direct mail fundraisingletters. | | | | money orattract many donors with direct mail. Their |
| Here's why. | | | | area ofoperation is small and their cause is unpopular, |
| Direct mail fundraising loses moneyinitially | | | | if notdetested. |
| You should expect your first direct mail appeal tolose | | | | Direct mail fundraising needs volume to besuccessful |
| money. You are new. People don't know you. | | | | You are not likely to operate a successful direct |
| You have no track record. Plus, direct mail | | | | mailfundraising program if you have only a few |
| donoracquisition mailings almost always lose money. | | | | hundredsupporters. For one thing, you will not qualify |
| Theygain new donors, yes, but usually at a cost | | | | fordiscounts on postage. And for another, your |
| ofspending $1.25 to raise $1. | | | | costsfor hiring professional writers and designers will |
| I'll say it again: "Donor acquisition mailings losemoney." | | | | beprohibitive. Direct mail fundraising works best |
| This is the main reason that direct mail isineffective | | | | whenyou mail to tens of thousands of donors over |
| at raising start-up capital from strangersfor new | | | | timeasking for small donations. Canyou afford that as |
| ventures. The business case is actually theother way | | | | a new non-profit? Probably not. |
| around. You need start-up capital tolaunch a direct | | | | Direct mail fundraising needs frequency to |
| mail program. | | | | besuccessful |
| Direct mail fundraising requires a popular cause | | | | Direct mail fundraising usually works only when |
| Direct mail is an effective way to raise funds | | | | youmail at least eight times a year (four appeals |
| whenyou have a cause that has broad appeal, | | | | andfour newsletters). If you do not have money in |
| eitherlocally ornationally, such as heart disease, sick | | | | thebank for that kind of mailing frequency, then |
| children orabandoned pets. If you're starting a small, | | | | directmail is not the way to go for your new |
| obscurenon-profit in a small town, don't expect to | | | | non-profit. |
| evenbreak even with direct mail. You won't. | | | | Not yet, anyway. |