When it comes to major donors, here’s a piece of advice I frequently hear: These people are wealthy, important, and busy. They hate constant communication. You shouldn’t include them in your direct mail program.
This advice is anything but true.
Here’s why:
They’re your biggest supporters. They’re passionate about what you’re doing. They’re invested in your organization’s mission. These donors, more than anyone, want to know what you’re doing with their money and whom it’s going to help. They don’t want to only see a data-driven impact report. They want to see the faces and hear the stories of those impacted by your work.
They’re busy. They might not have a chance to read every letter or email you send them. So keep 'em up-to-date: hopefully you’ll catch them when they have a spare minute to read your latest update.
They’re human. Major donors aren’t robots. They’re driven by the same motivations that compel you and me to give. And you never know what’s going to spark that desire. One organization’s donor opened a direct mail piece (and sent in a sizeable donation) because he felt something different inside the envelope—it was an insert, not just another letter. Another gave in response to an appeal to care for the homeless—she’d just passed someone panhandling on the street and welcomed the opportunity to help. You never know what package or offer will move your donors. So take every opportunity to tug on their heart strings!
If we’re establishing rules of thumb about them, it’s that they should be included in your direct mail program. But there are ways to do that which acknowledge the vital role they play in your organization. Here are a few suggestions:
Send them what everyone else is getting, but with a twist. Take the core concepts of your appeal and zhuzh it up a bit. Maybe use a bigger, more colorfully printed envelope or a first-class stamp. (Bonus—that’ll make your letter stand out in the mailbox for these key donors!) Or consider a personalized note on their letter or a lift note enclosed from someone in the organization.
Acknowledge their generosity. These donors make up the majority of your annual budget, so let them know how important they are to you. Tweak their letter to sprinkle in more “partner language” than the rest of your donor audience: “Jen and Joe, your partnership was essential in helping Feeding Hungry Children put meals on the table for thousands of children in Arkansas this month. We couldn’t have done it without your generous support.”
Consider their ask arrays. These donors are known for their generosity . . . and their ability to write big checks. When you’re sending an especially urgent appeal, consider just asking them for “your most generous gift” and having a reply device that gives them a blank space to write in an amount. That way you’re not limiting their generosity by suggesting gift amounts that might be lower than the generous response you’ve (hopefully) inspired with your letter.
Including major donors in your mail program can be a powerful tool to assist the major gift officers assigned to manage these relationships. It provides an easy opportunity to keep these key people invested in your mission and fully aware of the impact their gifts have. Maybe they’ll give through the mail—and maybe they’ll be all the more ready to make a greater gift when your MGO gives them a call!