{"id":22549,"date":"2021-05-15T13:07:39","date_gmt":"2021-05-15T17:07:39","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=22549"},"modified":"2025-09-24T10:51:19","modified_gmt":"2025-09-24T14:51:19","slug":"create-a-winning-direct-mail-campaign","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/fundraising-software\/create-a-winning-direct-mail-campaign\/","title":{"rendered":"Create a Winning  Direct Mail Campaign"},"content":{"rendered":"<p class=\"p1\">\n    <img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/cal22-direct-mail-header-1-1.jpg\" alt=\"create a winning direct mail campaign\" width=\"1200\" height=\"630\" class=\"alignnone size-full wp-image-28609\" srcset=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/cal22-direct-mail-header-1-1.jpg 1200w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/cal22-direct-mail-header-1-1-300x158.jpg 300w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/cal22-direct-mail-header-1-1-1024x538.jpg 1024w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/cal22-direct-mail-header-1-1-768x403.jpg 768w, https:\/\/uploads.donorperfect.com\/images\/sites\/2\/cal22-direct-mail-header-1-1-100x53.jpg 100w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/>\n    This article is contributed by Robin L. Cabral, MA, CFRE and founder of <a href=\"https:\/\/developmentconsultingsolutions.com\/\" target=\"_blank\" rel=\"noopener\"><span class=\"s1\"><i>Development Consulting Services<\/i><\/span><\/a><i>.<\/i><\/p><p class=\"p2\">While it may come as a surprise in today\u2019s digital world, direct mail campaigns bring in strong returns again and again. In fact, it\u2019s fair to say that direct mail is the workhorse that drives nonprofit fundraising revenue. Direct mail can fill your major gift pipeline, too. It takes time and effort to execute properly, but <i>you, too,<\/i> can supercharge your next direct mail campaign!<\/p><h2 class=\"p3\"><b>Key Points to Maximize ROI on Direct Mail Campaigns<br \/><\/b><\/h2><ul class=\"ul1\"><li class=\"li2\"><span class=\"s2\"><\/span>Have a strong case for support that appeals to your prospects\u2019 emotions. Connect with your donors!<\/li><li class=\"li2\"><span class=\"s2\"><\/span>Strategize! Craft a plan of action designed to achieve a big goal (the <i>exact opposite<\/i> of \u201ca wing and a prayer\u201d).<i><br \/><\/i><\/li><li class=\"li2\"><span class=\"s2\"><\/span>Planning is vital, so be sure to give yourself time. It might take two to three months from the idea stage to the final mailing.\u00a0<b><br \/><\/b><\/li><li class=\"li2\"><span class=\"s2\"><\/span>Develop a timeline, and be sure to allow extra time for proofing, editing, and working with the printer.\u00a0<b><br \/><\/b><\/li><\/ul><h2 class=\"p3\"><b>The Essential Elements of a Direct Mail Appeal\u00a0<\/b><\/h2><p class=\"p3\">These basic elements of a direct mail appeal should match in look and message throughout:<\/p><ul class=\"ul1\"><li class=\"li2\"><span class=\"s2\"><\/span>Solicitation piece\/letter<\/li><li class=\"li2\"><span class=\"s2\"><\/span>Outer envelope with teaser copy<\/li><li class=\"li2\"><span class=\"s2\"><\/span>Reply device and envelope    <\/li><\/ul><h2 class=\"p3\"><b>6 Steps to a Better Direct Mail Appeal Letter<\/b><\/h2><p class=\"p5\"><span class=\"s3\"><a href=\"https:\/\/developmentconsultingsolutions.com\/contact\/\" target=\"_blank\" rel=\"noopener\">Email me here to get a sample of one of my very own direct mail appeal letters!<\/a><\/span><\/p><p class=\"p2\">While you may think <i>what <\/i>you say is enough, think again. In this age of 140 characters or less, <i>how<\/i> you convey your message may carry more weight. The following six steps have the potential to significantly increase your response rate.<\/p><p class=\"p2\"><b>STEP #1. Focus on readability for today\u2019s distracted donors. <\/b><br \/>Readers skim. Include captioned photos. Underline and boldface key phrases to highlight the main points. Use only high-quality photos with emotive faces and eyes.\u00a0<\/p><p class=\"p2\"><b>STEP #2. Repetition is essential.\u00a0<br \/><\/b>Because readers tend to skim your letter, you\u2019ll want to repeat your core message and \u201cask\u201d throughout the body of the letter, formatting for emphasis.<\/p><p class=\"p2\"><b>STEP #3. Ensure uniformity with type and font.<\/b><br \/>Keep letter format consistent regarding type size and font usage. Anything difficult or confusing decreases readability.<\/p><p class=\"p2\"><b>STEP #4. Break up the content in your letter.<br \/><\/b>Keep your paragraphs short. The reader may lose their place and tend not to finish reading large blocks of text.<\/p><p class=\"p2\"><b>STEP #5. Make it <i>as easy as possible <\/i>for donors to give. <\/b><br \/>Odds are they won\u2019t go out of their way. Include a direct link to your <a href=\"https:\/\/www.donorperfect.com\/fundraising-software\/integrated-online-forms\/\"><span class=\"s1\">online donation form<\/span><\/a>.<\/p><p class=\"p2\"><b>STEP #6. Add a P.S.<br \/><\/b>Research supports adding a P.S., inviting the donor to speak with you directly. Remind them that you\u2019re available for questions and welcome their suggestions. You should also use this final amount of limited space to make one more compelling ask with a deadline and a call to action that directs them to a link to your online donation <a href=\"\/fundraising-software\/integrated-online-forms\/\">form<\/a>.\u00a0<\/p><p class=\"p3\"><b>Top Tips for an Effective Reply Device<\/b><\/p><p class=\"p2\">The reply device also deserves special attention. Ensure that your reply device mirrors the messaging of the direct mail appeal, using similar wording and themes.\u00a0<\/p><p class=\"p2\"><b>TIP #1. Point back to your most powerful messages.<\/b><br \/>Include your mission statement and a donor impact statement on your reply device. \u00a0<\/p><p class=\"p2\"><b>TIP #2. Have the donor place the stamp. <\/b><br \/>Business Reply Envelopes (BRE\u2019s), where the organization pre-pays the postage upfront, are not a big incentive: save your money!<\/p><p class=\"p2\"><b>TIP #3. Include a monthly\/quarterly\/recurring donation option.<\/b> <br \/>Add this text to your reply device: \u201cI\/we would like to provide ongoing support. Please charge my credit card $ ______ per month until ______.\u201d You should also include a checkbox that enables them to opt to indefinitely\u00a0<\/p><p class=\"p2\"><b>TIP #4. Encourage other types of gifts. <br \/><\/b>Include a line where donors can make their gift \u201cIn honor\/In memory of\u2026<b> <\/b>Have a check-off box where folks can indicate an interest in making a planned gift, along with a separate one noting employer matching gift programs.<\/p><p class=\"p2\"><b>TIP #5. Include contact information.\u00a0<br \/><\/b>If donors have specific questions, they need to know whom to contact, and your job is to make it easy.    <\/p><h2 class=\"p3\"><b>Segment Donors for a Successful Direct Mail Campaign\u00a0<\/b><\/h2><p class=\"p2\">Effective audience segmentation can be a major step toward a great mailing list. Using available data from <a href=\"https:\/\/www.donorperfect.com\/fundraising-software\/fundraising-management\/\"><span class=\"s1\">your CRM system<\/span><\/a>, you can divide your donor pool into segments by geography, demographics, or interactions with your organization.\u00a0<\/p><p class=\"p2\">Lists are the key to your overall fundraising strategy<b>. <\/b>You can streamline your direct mail efforts and target the segments developed above, keeping in mind that there\u2019s no \u201cone size fits all.\u201d<\/p><p class=\"p2\">You can also tailor individual lists to your needs, for example, by segmenting out those who already gave before starting your telephone follow up calls. You\u2019ll achieve greater success with less effort. In fact, you\u2019ll find that your lists become your friends!<\/p><h3 class=\"p3\"><b>Need Help?<\/b><\/h3><p class=\"p2\">As you can see, there are many, many steps to executing a strong direct mail campaign. Outside consultants such as <a href=\"http:\/\/www.developmentconsultingsolutions.com\/\" target=\"_blank\" rel=\"noopener\"><span class=\"s1\">www.developmentconsultingsolutions.com<\/span><\/a> can write your direct mail appeal copy and tailor it to your particular constituents.\u00a0<\/p><p class=\"p2\">Don\u2019t disregard outsourcing this to a professional if you are either new or lack the time to dedicate to this fundraising workhorse! Direct mail is not \u201cdead,\u201d it is alive and well and perhaps performs better than most other mediums. It is the base of your giving pyramid as it seeks to build a strong supporter base that can lead to eventual larger major gifts. Use these above tips to help supercharge your next direct mail appeal letter and campaign.<\/p><p class=\"p2\">____________________________________________________________________________<\/p><p class=\"p2\"><b><img decoding=\"async\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/robin-cabral.jpg\" loading=\"lazy\" alt=\"Robin Cabral\" width=\"93\" height=\"140\" class=\"size-full wp-image-22675 alignleft\" \/><br \/>Development Consulting Solutions<\/b><i>\u00a0\u2013 Robin L. Cabral, MA, CFRE is the one and only outsourced development professional providing value-added interim development staffing and consulting services with razor-sharp monthly result objectives and benchmarked deliverables.<\/i><\/p><p class=\"p2\"><i>With her over 25 years of experience, she has raised millions of dollars for small to mid-sized organizations.<\/i><\/p><p class=\"p2\"><i>Her hands-on results-driven approach to raising money comes directly from both her experience assisting worldwide, national and local organizations and her cutting-edge Master of Arts degree in Philanthropy and Fund Development from Saint Mary\u2019s of Minnesota.<\/i><\/p><p class=\"p2\"><i>Robin is also an AFP International Master Faculty Trainer and presents nationally and online.<\/i><\/p><p class=\"p2\"><i>She works with nonprofits that want to position themselves to build capacity and generate MORE fundraising prospects, BETTER donor relationships, and BIGGER fundraising dollars.<\/i><\/p><p class=\"p2\"><i>She is the leader in providing outsourced Nonprofit Fundraising Development Services, interim development services,\u00a0and coaching and assisting smaller organizations in their first campaigns; annual, capital, and endowments.<\/i><\/p>\n<aside id=\"form\" class=\"bg_gray\">\n<h2 class=\"center\">See how DonorPerfect can help your nonprofit grow<\/h2>\n<script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in 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class='gform_description'><\/p>\n                        <\/div><form data-confirmation-type=\"page\" method='post' enctype='multipart\/form-data' target='gform_ajax_frame_1' id='gform_1' class='gravityforms_donor_retention' action='\/nonprofit-technology-blog\/wp-json\/wp\/v2\/posts\/22549#gf_1' data-formid='1' novalidate>\t\t\t\t\t<div style=\"display: none !important;\" class=\"akismet-fields-container gf_invisible\" data-prefix=\"ak_\">\n\t\t\t\t\t\t<label>&#916;<textarea name=\"ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label>\n\t\t\t\t\t\t<input type=\"hidden\" id=\"ak_js_1\" name=\"ak_js\" value=\"105\" \/>\n\t\t\t\t\t\t<script>\ndocument.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );\n<\/script>\n\n\t\t\t\t\t<\/div>\n                        <div class='gform-body gform_body'><div id='gform_fields_1' class='gform_fields top_label form_sublabel_below description_below validation_below'><div id=\"field_1_1\" class=\"gfield gfield--type-text gfield--width-half input-field gf_first_name gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_1'>First Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='first_name' name='input_1' id='input_1_1' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_1_2\" class=\"gfield gfield--type-text gfield--width-half input-field gf_last_name gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_2'>Last Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='last_name' name='input_2' id='input_1_2' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_1_3\" class=\"gfield gfield--type-email gfield--width-half input-field validate gf_email gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_3'>Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input data-parameter='email' name='input_3' id='input_1_3' type='email' value='' class='large'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_1_4\" class=\"gfield gfield--type-text gfield--width-half input-field gf_organization gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_4'>Organization<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='organization' name='input_4' id='input_1_4' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_1_5\" class=\"gfield gfield--type-select gfield--width-half select-display gf_state_province gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_5'>State \/ Province<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select data-parameter='state_province' name='input_5' id='input_1_5' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' disabled selected>Please choose an option<\/option><option value='Other' >Other<\/option><option value='AB' >AB<\/option><option value='AK' >AK<\/option><option value='AL' >AL<\/option><option value='AR' >AR<\/option><option value='AZ' >AZ<\/option><option value='BC' >BC<\/option><option value='CA' >CA<\/option><option value='CO' >CO<\/option><option value='CT' >CT<\/option><option value='DC' >DC<\/option><option value='DE' >DE<\/option><option value='FL' >FL<\/option><option value='GA' >GA<\/option><option value='HI' >HI<\/option><option value='IA' >IA<\/option><option value='ID' >ID<\/option><option value='IL' >IL<\/option><option value='IN' >IN<\/option><option value='KS' >KS<\/option><option value='KY' >KY<\/option><option value='LA' >LA<\/option><option value='MA' >MA<\/option><option value='MB' >MB<\/option><option value='MD' >MD<\/option><option value='ME' >ME<\/option><option value='MI' >MI<\/option><option value='MN' >MN<\/option><option value='MO' >MO<\/option><option value='MS' >MS<\/option><option value='MT' >MT<\/option><option value='NB' >NB<\/option><option value='NC' >NC<\/option><option value='ND' >ND<\/option><option value='NE' >NE<\/option><option value='NH' >NH<\/option><option value='NJ' >NJ<\/option><option value='NL' >NL<\/option><option value='NM' >NM<\/option><option value='NS' >NS<\/option><option value='NT' >NT<\/option><option value='NU' >NU<\/option><option value='NV' >NV<\/option><option value='NY' >NY<\/option><option value='OH' >OH<\/option><option value='OK' >OK<\/option><option value='ON' >ON<\/option><option value='OR' >OR<\/option><option value='PA' >PA<\/option><option value='PE' >PE<\/option><option value='PR' >PR<\/option><option value='QC' >QC<\/option><option value='RI' >RI<\/option><option value='SC' >SC<\/option><option value='SD' >SD<\/option><option value='SK' >SK<\/option><option value='TN' >TN<\/option><option value='TX' >TX<\/option><option value='UT' >UT<\/option><option value='VA' >VA<\/option><option value='VI' >VI<\/option><option value='VT' >VT<\/option><option value='WA' >WA<\/option><option value='WI' >WI<\/option><option value='WV' >WV<\/option><option value='WY' >WY<\/option><option value='YT' >YT<\/option><\/select><\/div><\/div><div id=\"field_1_6\" class=\"gfield gfield--type-select gfield--width-half select-display gf_number_of_constituents gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_6'>Number of Constituents<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select data-parameter='number_of_constituents' name='input_6' id='input_1_6' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' disabled selected>Please choose an option<\/option><option value='0 - 500' >0 - 500<\/option><option value='501 - 1,000' >501 - 1,000<\/option><option value='1,001 - 2,500' >1,001 - 2,500<\/option><option value='2,501 - 6,000' >2,501 - 6,000<\/option><option value='6,001 - 20,000' >6,001 - 20,000<\/option><option value='20,001 - 50,000' >20,001 - 50,000<\/option><option value='50,001 - 100,000' >50,001 - 100,000<\/option><option value='100,001 - 200,00' >100,001 - 200,00<\/option><option value='200,001+' >200,001+<\/option><option value='Other' >Other<\/option><option value='Unknown' >Unknown<\/option><\/select><\/div><\/div><div id=\"field_1_9\" class=\"gfield gfield--type-textarea gfield--width-full gf_needs field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_9'>Tell us about your needs (Optional)<\/label><div class='ginput_container ginput_container_textarea'><textarea data-parameter='needs' name='input_9' id='input_1_9' class='textarea small'      aria-invalid=\"false\"   rows='3' cols='50'><\/textarea><\/div><\/div><div id=\"field_1_7\" class=\"gfield gfield--type-select gfield--width-half select-display gf_role field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_1_7'>Role (Optional)<\/label><div class='ginput_container ginput_container_select'><select data-parameter='role' name='input_7' id='input_1_7' class='large gfield_select'     aria-invalid=\"false\" ><option value=''  selected>Please choose an option<\/option><option value='Development Director' >Development Director<\/option><option value='Fundraising Assistant' >Fundraising Assistant<\/option><option value='Executive\/Board Member' >Executive\/Board Member<\/option><option value='Volunteer' >Volunteer<\/option><option value='Communications' >Communications<\/option><option value='I do it all!' >I do it all!<\/option><\/select><\/div><\/div><div id=\"field_1_10\" class=\"gfield gfield--type-select gfield--width-half select-display gf_preferred_language preferred_language_input field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible d-none\"  data-field-class=\"d-none\" ><label class='gfield_label gform-field-label' for='input_1_10'>Preferred Language<\/label><div class='ginput_container ginput_container_select'><select data-parameter='preferred_language' name='input_10' id='input_1_10' class='large gfield_select'     aria-invalid=\"false\" ><option value=''  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