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RAISE MORE MONEY WITH YOUR DIRECT MAIL CAMPAIGN!
Increase your donor base.
Direct Mail 101 for Nonprofit Organizations
| ELEMENTS OF A DIRECT MAIL FUNDRAISING CAMPAIGN |
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- Decide theme, establish target mail date, prepare estimated budget.
- Identify which acquisition lists you want to exchange or rent (based on prior list performance and theme of current mailing).
- Segment mailing by list and category, and assign internal tracking codes.
- Gather information, photos, quotes, stories about your organization, and do your research.
- Determine who will be “signing” the letter/s, the format, and the elements.
SAMPLE ELEMENTS OF A DIRECT MAIL CAMPAIGN:
• #10 window envelope with tag line and/or photo/image (you may wish to use close faced envelopes for your renewal list)
• Appeal letter from organization official (lay leader, beneficiary, or staff)
• “Lift letter” on monarch size paper (a testimonial letter or an introduction)
• “Buckslip,” a single piece of paper inserted to deliver an additional message
• Brochure or informative insert
• Response device
• Required listing of state registrations (can be on back of response form)
• BRE (Business Reply envelope) or CRE (Courtesy Reply envelope) coded by list, category, or internal code
• Postcards are also great marketing tools
- Write copy, get approvals, and use a professional proofreader.
- Begin graphic design.
- Review design drafts, make any changes and go to final pre-press proofs.
- Submit mailing list clearances to the lists you targeted (sample of mailpiece is required so we wait until we either have a solid draft or the first design draft).
- Compile the mailing lists from your internal “house” files and other sources, including suppression files.
- Data processing: Format and standardize lists, merge, purge, run through NCOA to get address updates; determine and create ask strings.
- Once final proofs are approved, go to press (print).
- If you are using a BRE, make sure there is money in your BUSINESS REPLY ACCOUNT at your post office (to fund your RETURN MAIL).
- Expect postage estimate based on counts after “deduping” – this is to pay for the postage of the OUTGOING MAIL PIECES WE MAIL FROM ads ... postage check to be sent to ads prior to mail date.
- Lettershop work (address, insert, sort), deliver to USPS.
- ads will provide you with a breakdown of list codes and counts.
- Determine what to do with the overs (material remaining after mailing is completed).
- As returns start to come in, work with ads to analyze results by gift amount, category, and list. ads can also process your acknowledgement letters, create tracking reports, and fulfill back end premium orders.
- Remember to mail your multis!
- Start to think about the next mailing!
ADDITIONAL TIPS FOR NONPROFIT AUTHORIZATIONS
- Make sure your nonprofit authorization (permission from the USPS to mail at special, reduced nonprofit rates) is active. If you do not have authorization, ads will provide you with all of the forms and information necessary to establish your authorization (if your organization qualifies) with the USPS.
- If you want to use your own permit imprint or establish a company permit, you must pay the USPS a $180.00 fee to apply to mail with permit imprint. This one-time only fee pays for setting up your permit imprint account. The permit imprint application fee is due when you submit your application for a permit imprint. You must hold a permit and pay an annual mailing fee at every post office where you want to enter and pay for your mail. OR you may use ads’ permit imprint at no cost.
- To keep your nonprofit authorization active, you must do a bulk mailing at least once every two years. If your authorization becomes inactive, you will have to reapply.
- If your organization wants to drop mail in more than one post office at the nonprofit standard mail rates, you must obtain USPS authorization to mail at the nonprofit rate at each additional post office. An official of the organization (not an agent) must file PS Form 3623 at the requested additional mailing office/s. ads will provide you with the forms and instructions for applying for additional authorizations.
- IMPORTANT: Applying for a permit is different from applying for nonprofit mailing authorization. Do not confuse the two. You must have AUTHORIZATION before you can get a nonprofit permit imprint, or use ads’ permit imprint. ads will help you make sure you’re taking the right steps, in the right order!
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