Tension hosted a webinar as part of our ongoing Lunch & Learn series: “Best Practices for Your Direct Mail Campaigns to Boost Donor Engagement.” In this fourth webinar recap blog, we’ll focus on how to design and time your nonprofit fundraising campaigns for the most impact. To watch the webinar in its entirety, please click here.
Direct mail is a critical part of nearly every nonprofit’s fundraising mix. How individual organizations build and time their campaigns will differ, but there are a few best practices that can serve as a road map.
Make It Mean Something
One appeal per quarter is a good rule of thumb regarding frequency. But just soliciting donations isn’t enough for success. Develop each campaign around a meaningful and specific message. For instance, if your nonprofit serves the unhoused population, explain in your summer appeal how donations will provide shelter and relief from blazing temperatures. Talk about programs and initiatives unique to your organization that wouldn’t be possible without donor support. Be specific about why you’re asking for their investment and how it will make a difference.
Know Your Donors
Knowing who your donors are and understanding how they like to give will transform your fundraising efforts and bottom line. More than 26 million individuals work for employers with matching gift programs. Yet, 78% of them are unaware of how to participate — or even that a program exists. Tension’s Gift Lift™ program can show you which of your donors are employed by companies that will match their charitable contributions and help you craft messaging around those opportunities.
Additionally, the average recurring monthly donation is $24, amounting to an annual gift of $288 — more than double the average one-time gift of $115. And from 2018-22, the average nonprofit’s recurring monthly donor base grew by 127%. Given the effectiveness and growing popularity of monthly giving programs, we suggest developing a mailing to promote yours if you haven’t already.
Stay Top of Mind
As much as 17-20% of the average nonprofit’s revenue is raised in December. It’s difficult to overstate the importance of year-end giving, but you can’t assume your donors are as invested in your cause as you are. During the holidays, people are inundated with asks. That’s why you need to stay top of mind throughout the year, priming your donors for a year-end request.
After all, think about your personal relationships. Are you more excited to hear from the friend who only reaches out only when he needs something or the one who checks in on you regularly?
Fundraising is about building relationships. In addition to quarterly appeals, you should also have a stewardship program to communicate with donors regularly. Certain mailings could be something as simple as a postcard sharing a few key updates your donors helped make happen. Other ideas include:
- Print newsletters
- Welcome packets for new donors
- Thank you notes
- Annual reports
- Invitation to join a monthly giving group
Work with Tension
Creating a direct mail calendar can feel daunting, but Tension is here to help. From design guidance and USPS® best practices to leveraging specific donor insights, our team can help you develop campaigns that convert. Contact us today to get started.
