With so much focus on email and social media, it might seem like sending letters in the mail is an old-fashioned way to raise money. But the truth is that direct mail fundraising is still one of the most effective ways for non-profits to connect with donors, especially older supporters. A physical piece of mail that a person can hold in their hands can cut through the digital noise and make a real, lasting impression. It is a key part of a well-rounded non-profit marketing strategy.

A great direct mail campaign is more than just a letter. It is a carefully crafted package that tells a powerful story and makes a clear, compelling case for support. It takes planning and attention to detail, but it does not have to be complicated. This guide will walk you through the 9 key steps of creating a successful direct mail campaign, from choosing the right audience to designing a package that gets results. We will show you how to make this classic fundraising channel work for your non-profit.

Step 1: Set a Clear Goal and Budget

Every great campaign starts with a clear goal. What do you want to achieve with this mailing? Your goal should be specific and measurable. For example, your goal might be to “raise $50,000 for our summer reading program” or to “acquire 200 new donors.” A clear goal will help you make smart decisions throughout the rest of the process.

You also need a clear budget. Direct mail costs money for printing and postage. You need to know how much you can afford to spend. A good budget will help you track your expenses and measure your return on investment (ROI), which is a key part of good non-profit financial management.

Step 2: Choose Your Audience (The List)

Who you send your letter to is the single most important factor in your success. You could write the best fundraising letter in the world, but if you send it to the wrong people, it will not work. Your “list” is your audience. You should divide your list into different groups, or “segments,” so you can send a more personalized message to each one.

Common Segments for a Direct Mail Appeal:

• Active Donors: People who have given to you in the last 12 months. These are your most loyal supporters.
• Lapsed Donors: People who used to give but have not made a donation in over a year. Your letter to them might say something like, “We miss you!”
• Event Attendees: People who have come to your events but have never made a donation.
• Acquisition List: This is a list of people who have never supported you before. You can sometimes rent or trade lists with other, similar non-profits to find new prospects.

The message you send to a loyal, active donor should be different from the one you send to someone who has never heard of you before. This is a key part of effective donor engagement.

Step 3: Write a Powerful, Emotional Letter

Your fundraising letter is the heart of your campaign. It needs to make an emotional connection with the reader. The best way to do this is with the art of storytelling. Your letter should be built around the story of one person your organization has helped.

Step 4: Design Your “Package”

The “package” is everything that goes into the envelope. Each piece has a job to do.

• The Outer Envelope: The job of the envelope is to get opened. It should look important and personal. Using a real stamp instead of a meter mark can help. You can also add a short, intriguing message on the outside.
• The Letter: This is the main piece, as we just discussed.
• The Reply Device: This is the piece of paper the donor fills out and sends back with their gift. It should be very easy to use, with pre-selected gift amounts and the donor’s name and address already filled in if possible.
• The Return Envelope: Always include a pre-addressed return envelope. This makes it as easy as possible for the donor to send their gift back to you.

Step 5: Make Your Ask Multi-Channel

Your direct mail campaign should not happen in a vacuum. It should be part of a larger, integrated campaign. The same story and theme you use in your letter should also appear on your website, in your emails, and on your social media channels. This is a key part of a strong marketing funnel.

A few days after your letters are scheduled to arrive in mailboxes, send an email to the same people with the subject line, “Did you get my letter?” This is a powerful way to remind people and can significantly boost your response rate.

Step 6: Work with a Printer and a Mail House

Unless you are sending a very small number of letters, you will want to work with a professional printer and a mail house. A printer will print all the pieces of your package. A mail house will then take all those pieces, stuff them into the envelopes, address them, and mail them for you. This saves you a huge amount of time and can often save you money on postage.

Step 7: Thank Your Donors Quickly and Personally

This is a step you cannot skip. Every donor who responds to your appeal should get a heartfelt thank you within 48 hours. A personal touch, like a handwritten note on the thank-you letter, can make a huge difference. This is the first step in making sure they give to your next appeal.

Step 8: Measure Your Results

After your campaign is over, it is time to look at the numbers. This is a key part of measuring what matters. You need to track:

• Response Rate: What percentage of people you mailed sent back a gift?
• Average Gift Size: What was the average amount of a donation?
• Return on Investment (ROI): How much money did you raise for every dollar you spent?

This information will help you learn what worked and what did not, so you can make your next direct mail campaign even more successful.

Step 9: Test and Improve

The best direct mail fundraisers are always testing. You can test different things to see what works best for your audience. For example, you could send half of your list a letter with one story, and the other half a letter with a different story. By tracking the results, you can see which story was more effective. Over time, these small tests can lead to big improvements in your fundraising.

In a world of overflowing inboxes, a thoughtful letter can be a powerful way to connect.

Conclusion: A Personal Touch in a Digital World

Direct mail fundraising is a powerful and personal way to connect with your supporters. It is a proven channel that continues to be a workhorse for many of the most successful non-profits in the world. By following these 9 simple steps, you can create a direct mail program that tells your story, builds relationships, and raises the critical funds you need to do your important work. A great letter can do more than just raise money; it can remind your supporters that behind your mission, there are real people making a real difference, thanks to them.