Want to learn a
lesson in direct mail fundraising from Winston
Churchill? He once observed that a fanatic
is "someone who can't change his mind and won't
change the subject."
A fundraising letter
fanatic, of course, is someone who thinks the only
thing you can mail a donor is a fundraising letter. But
that's just one of more than 40 things you can mail to
make friends and raise funds using paper and
postage.
Direct Holidays
Acquisition package:
Designed
to attract new donors.
Welcome kit: An assortment of
informational pieces and a cover letter, mailed to first-
time donors, welcoming them to your organization
and your cause. Thank-you
letter: The most important letter in direct mail
fundraising, and they should never ask for gifts.
Renewal letter: Designed to
persuade last year's donors to renew their support
again this year. Member
renewal letter: Mailed by member-based
organizations to members whose membership is
about to expire and must be renewed.
Reminder letter: Mailed a few weeks after
your
appeal letter, encouraging donors who have not
responded to give. Popular at year-end.
Lapsed donor recovery letter: Mailed to
donors
who have not given a gift in 12 months or more,
inviting them back on the train.
Monthly donor conversion letter: Mailed to
annual donors (those who respond to your annual
appeals), inviting them to join (convert to) your
monthly giving program. Special
appeal: Mailed during the year to raise funds for a
special cause, often an emergency, such as a natural
disaster. Year-end appeal:
Letters that capitalize on the year-end tax advantages
and "spirit of the season" of Christmas.
Upgrade letter: Appeals that invite donors
to
increase the dollar amount (and sometimes
frequency) of their gifts. Donor
club invitation: Letters that invite high-dollar
donors to
join a President's Circle or other exclusive donor
group. Legacy gift prospecting
letter: Mailed to a select group in your house file,
asking if they are interested in making a planned gift
(bequest, charitable remainder trust, and so on).
Special event invitation: A
card or
letter inviting donors and potential donors to a golf
tournament, banquet, concert or other fundraising
event. Newsletter: Sent to
current
donors to inform them of how your organization is
using their donations to change the world.
Annual report: Usually
mailed to
major donors, loyal donors and donors with
influence. Survey: Designed
to
solicit the opinions of donors and prospective donors.
Petition: Mailed by advocacy
organizations (Amnesty International and Mother
Against Drunk Driving, for example) to donors, inviting
them to complete and mail the petitions, usually to a
person in federal government.
Member-get-a-member letter: mailed by
member-based organizations, inviting members to
recruit new members to the organization.
Pledge appeal: Usually sent
during capital campaigns, these appeals ask
recipients to pledge a larger-than-normal gift (for the
donor, that is) towards the campaign, a pledge that is
usually honored by the donor by making a number of
gifts over a period of a year or two.
Congratulatory card: Mailed to donors on
the
occasion of the donors' wedding anniversary, birthday
or other special event.
Testimonial: Written endorsements from
clients or donors or others affected by the work of your
organization, usually accompanying an appeal letter.
Plaque: Sent to faithful or
particularly generous donors as a sign of your
gratitude for their extraordinary support.
Gift catalog: Describing through pictures
and
text the items that donors can buy from your
organization to support your work (a goat for a family
in India, for example). Resource
catalog: Describes the books, DVDs and other
educational materials that donors can order to
educate themselves and others about your cause
and the people you help.
Matching gift appeal: Invites donors to give
gifts that, collectively, match a large gift made by
another donor. Newspaper
clipping: Has your charity received favorable
press
recently? Mail a copy of the article to your donors (with
the newspaper's permission).
Quiz: Do you want to stir the imaginations
of
your donors, particularly if they are under the age of
12? Mail them a quiz that gets them thinking about a
vital subject (climate change, poverty, nuclear war,
homelessness, for example).
Factsheet: Sometimes you need to give
your
donors statistics and facts and figures, maybe even a
history of your organization. Put these into a factsheet.
Special report: Dealing with
a hot
and timely topic that will galvanize your constituents.
Calendar: Special calendar
that
highlights special events of yours and days during the
year that are of interest to you and your donors.
Special event teaser:
Postcards
or other short notices that pique the curiosity of your
supporters about upcoming events.
Photographs: Mailed to donors to show
the
before-and-after results of their generosity.
Premium: Return address
labels, notepads and other incentives designed to
persuade the recipients to donate.
Freemium: Items enclosed with a direct
mail
appeal that have no intrinsic value, but help you
communicate your appeal in a tangible, memorable
way. A hospital, for example, might enclose a
facsimile of a patient bracelet once worn by a young
cancer survivor. Involvement
device: Scratch-off cards, checkboxes and other
devices that involve the donor in meaningful ways and
encourage a donation.
Brochure:
Shows in pictures and words what you cannot
discuss in the body of your letter.
Reprint: Has your CEO just given a
speech to
the United Nations? Transcribe the speech and mail
it to your donors (assuming your CEO is a dynamic
speaker, of course!). Progress
report: Mailed to donors, usually major donors,
who
have designated their gifts to a particular project, and
who need to be kept informed about your progress
with their money. Follow-up
note:
Mailed after you've phoned your donor or made a
personal visit, usually to thank the donor.
Income tax receipt: The
more of
these you have to mail each year, the better, right?
Direct Mail Fundraising Letters - 41 Things You Can Mail to Donors