sandy rees, cfre october 12, 2010. direct mail is sending a letter with the focused message to a...

Secrets to Raising Money Through the Mail

Sandy Rees, CFREOctober 12, 2010

(c) Sandy Rees, 2010 www.getfullyfunded.com

What is direct mail?Direct mail is sending a letter with the focused message to a targeted list of people, with the express purpose of eliciting a response in the form of a financial donation.

In other words, you send a letter to get a monetary gift.


4 Steps to Raising Money Throughthe Mail

1.Plan for success.2.Write the Letter & Format the Package3.Choose your Mailing List4.Thank your donors & Measure success


Benefits of direct mailCost effective way to introduce your cause to othersEducate people about your workOffers people the chance to giveRenew and build relationships with donors


Who donates through the mail?People who care about your workPeople who purchase stuff from catalogsWhat else?

Not everyone gives through the mail


Danger!Direct mail is not an end-all, be-all.

It is ONE piece of a comprehensive fundraising program.


Common TermsResponse rateRenewal mailingAcquisition mailing


5 Essential components

1.The list2.The offer3.Timing4.Package5.Letter


Are you ready?You might be ready for direct mail if:People in the community are aware of your organization.You have a simple, easy-to-understand mission.You have a list (even a small one) of people who care about your workYou’re prepared to spend some time stuffing envelopes or have the resources to outsourceYou have money budgeted for postage or printing


Step 1: Plan for Success


What are your goals?What goals do you have for direct mail?

Dollars raisedDollars spentNumber of donors renewedNumber of donors acquiredResponse rateReturn on Investment (ROI)


When will you mail?Some months are better than others for mailing.

Best: October, September, NovemberWorst: June, July

How often will you mail?

1 time isn’t enoughMore than 4 is probably too many


Letter themesChoose a theme for your letter

Time of yearProjectStory


Create a production schedule

Once you know when you plan to mail, work backward to create a production schedule to keep everything on track. Include time for

Writing the letterReviewing the mailing listFormatting the letterPrinting the lettersFolding/Stuffing the letters


Sample Production Schedule

Date Task Resources needed

Nov 1 Mail letters Trip to the Post Office

Oct 30 Fold, stuff, seal, stamp letters

Volunteer labor, postage stamps, envelopes, printed letters

Oct 28 Mail-merge and print letters

Data list, letterhead

Oct 27 Final proof of letter

People to review the letter (Exec Director)

Oct 26 Mailing list review

Your database

Oct 25 Format letter (and reply card)

Word processing or publishing software

Oct 20 Write letter (and reply card)

Sample letters or template

Oct 15 Choose theme Creativity and ideas


Estimate costsWhat will it cost you to create and send this letter?

Include costs for:DesignPrinting & paperPostageMailing laborWhat else?


Sample cost estimateItem Projected cost

Design $

Printing or paper $

Postage $

Mailing Labor (if outsourced) $

Other costs $

Total costs $


Projected revenueThree key pieces of info you need:

Number of pieces you will be mailingEstimated response rateEstimated Average gift size

Multiply these three together to get the total estimated revenue.


Sample projected revenue

Local nonprofit is mailing 1,000 lettersThey know that other animal shelters get an 8% response and an average gift size of $35.

They anticipate:1,000 letters x 8% response = 80 gifts80 gifts x $35 = $2,800


Create a direct mail budgetPut the projected expenses and revenue together into one document for an appeal budget.

Include expenses and revenue for each mailing you plan during the year to create an annual direct mail budget.


Questions?


Next webinar

Raising Money Through the MailPart 2

Thursday, October 14, 3:00 pm eastern

sandy rees, cfre october 12, 2010. direct mail is sending a letter with the focused message to a...

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