Nonprofits and mission-driven organizations inevitably need to expand their donor file, but direct mail is frequently viewed by fundraisers as a low-brow fundraising option. They worry it may turn away their more “valuable” donor prospects because, well, they think it's tacky. I’m not here to argue that direct mail is always intellectually stimulating, but this hesitancy could be majorly costing your organization. Let me dispel your fears. Read on to hear the case for how direct mail can (and should) benefit your nonprofit.
Direct mail is effective if you avoid panic marketing.
Despite what many commission-based direct mail firms practice, a panicked cry for help (“Our ship is sinking. DONATE NOW to put a miraculous wind in our sails!”) is not the most effective messaging in the long term. It’s manipulative and sometimes disrespectful to potential donors.
Direct mail should be free of jargon and easily understandable with a few seconds of skimming; think short sentences, bolding, highlighting, and brief paragraphs. Simplicity doesn't make the messaging cringeworthy—think of it as valuing your donor’s time.
Direct mail helps identify valuable donors.
You’re not alone if you’re afraid that direct mail may cause your organization to be beholden to an influx of donors whose influence could cause it to betray its values eventually.
Fear not. Pressure of this sort is a possibility with any donor, no matter how they came to support your organization. Direct mail generally helps identify and keep low-dollar donors who expand and diversify your base, which tends to limit the power of tyrannical major donors.
A rock-solid commitment to your mission will help ensure that while irked donors may ditch you, those who truly understand and love your work will appreciate you sticking to your guns (and perhaps provide major or planned gifts in a display of that appreciation).
Direct mail reaches a broad audience.
Almost everyone has a mailbox, and no mailbox has a spam folder. A good old-fashioned letter is a nearly foolproof way of reaching your donor (though I do recommend integrating digital efforts with your direct mail).
Not only that, but you can’t delete mail with a couple of swift clicks. Even the most mail-averse, online-focused individuals among us have to sift through their mail to check for bills, important notices, etc. Which leads to our final point . . .
Direct mail is a physical and personal form of outreach.
As intangible as the internet age has made our day-to-day lives, we still inhabit the physical plane. There's something really satisfying about having a good letter to rip open rather than just another email to click on. The physical nature of a thoughtful direct mail package translates to something closer to in-person communication than an email. You are speaking directly to the recipient, and therefore cultivating a relationship.
To summarize, don’t be held back by your preconceived notions about direct mail. It’s a time-tested method of cultivating, inspiring, and delighting your current and potential donors.
To learn more about one of the most practical and effective direct mail tools, check out this article on "The Basics of 'Lift Notes' in Direct Mail Fundraising."
