Direct mail is a proven strategy for connecting with donors and raising funds. Here’s something that’s frequently forgotten, though: when it comes to mailings, one size does not fit all. You shouldn’t be sending potential donors the same letter you mail to longtime, loyal supporters.
It’s common sense. Imagine for a moment that you’re writing two notes—one to your grandmother and another to a recent acquaintance. You wouldn’t use the same tone or say the same thing in those two letters. The note to the acquaintance might give much basic information about yourself. The letter to Grandma would probably be warmer, more casual, and perhaps contain an inside joke or two.
Apply that same principle to your fundraising communications by considering the reader’s relationship with your organization. How much do they know about your work? Have they donated before? Do they attend events or volunteer? What are you hoping to accomplish by sending them a letter? The answers to these questions should guide the content of your letter.
As the name implies, the point of an acquisition letter is to obtain new donors. An acquisition letter is sent to people who have never donated to your organization before. These readers may not know much about who you are or what you do, but they most likely hold values or interests that align with your mission.
The acquisition letter should include a brief paragraph on the first page stating clearly what your organization does. Your reader should be able to gather what your organization is about in just a few seconds. You should also quickly explain why they should care about your mission. Then, you can go on to make an ask for a gift.
In acquisition letters, it is tempting to get lost in the weeds describing your organization’s programs, accomplishments, and processes. Resist the urge to brag! This is not the place to include five paragraphs about your organization’s history. Curious readers can find that on your website.
Be as simple and clear as you can—get to the point and avoid jargon. As with all direct mail, focus your letter on the reader. Emphasize your shared concerns and how he or she can accomplish good in the world by partnering with your organization.
A house file letter solicits or cultivates your contacts and people who have already given to your organization. These letters are often customized to address particular segments of your donor population. For instance, you can send different versions of the same house file letter to regular donors, to people who haven’t given in a long time, to people who volunteer for your organization, and to members of your donor club. By tweaking one or two sentences for each segment, you can add personalization that makes your reader feel more known and appreciated.
The specific purpose of your house-file letter can vary. You might ask for gifts for a particular campaign or try to get the donor to commit to a monthly donation. No matter your purpose, be sure to shower your donor with gratitude and show how their generosity is making a positive impact.
Some house-file letters do not directly ask for a donation but instead, focus on thanking the donor or updating them on important news or upcoming events. These are called cultivation letters.
Newsletters and annual reports are informational in nature and are usually sent to your house-file mailing list. They provide a means to share stories with your donors about how their gifts have made a difference. Every piece of news in these mailings should emphasize the donor's role in making it possible. A newsletter is another type of cultivation piece, so you will not usually include a direct, hard ask for donations. That said, it’s a good idea to include a reply device if your donors feel so inspired by your news that they want to make a gift right after reading.
Crafting customized mail fundraising campaigns can be hard work, but that work pays off. By crafting thoughtful campaigns, you demonstrate to donors that you’ve taken the time to know them and what they care about. That attention to detail will catch readers’ attention—and make them more likely to happily support your cause.