For nonprofit organizations, donor acquisition is the necessary foundation for every fundraising program. Two of the most common ways to identify new donors and also to re-engage existing contributors are direct mail and telemarketing.
Perhaps the most effective way to acquire a large number of first-time donors is to solicit their support by mail. Nonprofits use mail solicitation most frequently for annual campaigns. Using direct mail successfully, however, is not easy.
Mail solicitations are often difficult because they are one-sided communications, usually resulting in relatively small donations. There are a number of different aspects to raising funds through a mail campaign. These include:
- Identifying the objective of the program
- Reaching the right person on the right list
- Using the appropriate copy and layout
Check out our latest infographic to learn more about direct mail best practices.