As 2024 kicks off, your end-of-year mail campaign is long gone and results are beginning to come in. Phew, that's done! But now, let's think about what lies in store for your donors in the new year. Do you have a mailing plan in place for 2024?

Craft an Annual Mailing Plan

If you haven’t done so already, now is the time to build your annual mail calendar. This will be your guide for the coming year—so that everyone knows what’s being mailed when and to whom. As you build your annual plan, here are some key things to consider:

2. 1. Regular Asks: Most donors give more than once throughout the year. They give from their disposable income, so you should ask them for a donation regularly. The more often you ask, the more likely you are to hit the moment when they have money to give. (And, contrary to popular belief, very few donors are annoyed by receiving regular solicitations. They’re giving you their hard-earned money—they like you!) Map out key dates when you want to make that ask, e.g., end of year, an annual campaign or giving day, etc. Fill in the gaps with other solicitations throughout the year.
3. 2. Consistent Communications: These solicitations aren’t just about asking for money. They’re also a tool to keep your donors—who are clearly invested in what you’re doing—updated on the impact of their giving. By regularly communicating how their giving makes a difference, you’re increasing their connection to your organization.
4. 3. Donor Cohorts: What are the key groups within your donor file? Lay those groups out and think about which groups should be receiving which appeals. Who needs different touchpoints throughout the year? Do you have a major donor club? Use direct mail to renew their participation each year. Do your mid-major donors need a little extra TLC? Plan a more personalized mail piece just for them.
5. 4. Key Themes: What’s happening in your organization throughout the year? As you make your mail calendar, reflect those themes in your appeals. If you’re a school, maybe that’s a back-to-school ask. If you’re a soup kitchen, maybe it’s a fundraising drive to feed hungry families at the holidays. Determine the messaging that will resonate with donors and plug that into the calendar at appropriate times throughout the year.
6. 5. Interdepartmental Collaboration: When you’re building your calendar, don’t just think about fundraising. How are other departments in your organization planning to communicate with your donors? You should only be asking your donors to do one thing at a time, not sending them competing messages. If someone is planning a volunteer drive one week, make sure your fundraising appeal doesn’t happen at the same time. Or if you’re promoting a new content series that you’d like your donors to engage with, make sure that doesn’t fall during your end-of-year fundraising push.

Once you’ve taken all these factors into consideration, it’s time to build out your mail calendar. Lay out a one-sheet calendar by month that summarizes whom you’re mailing (is this to your current donors or donor prospects?), what you’re mailing (a newsletter, appeal, holiday card?), and when you’re mailing (pick a date and put it on the calendar).

Don’t Forget Donor Segmentation

If you want to take your planning a step further, take some time to think through your segmentation strategy. Which donor segments should be receiving each mailing? An ordinary appeal might be sent just to donors whose last gift was within the last 2-3 years; at year end, you might expand that back to 4-5 years. Are you sending your donor club renewal mailing to everyone, or just people with a highest gift of $500 or more? Are you tailoring your ask amounts based on giving history? 

Once you have your plan laid out, share it with your team. Having this in place keeps everyone informed of what’s going on for the year and who’s receiving what messaging and when. And, more importantly, a solid plan helps you communicate regularly with your donor base, keeping them informed of the impact they’re making and why they’re such an essential part of your mission. It’s a plan for success.