As you might imagine, I receive a large number of direct mail solicitations from charitable organizations (NPOs). Many of them get tossed in the trash before I open them, but occasionally something about them makes me take a “closer look”. You probably know that I spend a lot of time helping fundraisers understand how a (major) donor feels about their fundraising methods, so today’s newsletter is about how a donor (this donor) feels about direct mail specifically.
I couldn't agree more! In my opinion, direct mail is archaic in nature. We can make innovative and thoughtful changes to how we approach our donors and direct mail. We're exploring new ideas and while it's a lot of upfront work, with risks, it's time to think differently. The rewards could be great...but you won't know until you test the waters. Love your insight and noted feelings. I've shared with a few internal and external folks.
Just one thing to remember is that many donors start out as small donors and they often come into organizations via direct mail. It's a starting point and that's really how you have to see it. Once a donor gives to an organization, it's key to work on stewardship and cultivation, build a relationship and work up from there. Some major donors will never attend events nor will they agree to a meeting, nor will they open an email nor will they answer phone calls, so there's still a clear spot for direct mail and you can absolutely create really great pieces geared to major donors.
I know Jeff Schreiffels has extensively written about this topic as well as a major donor expert.
Having said this, misspelling names etc or making mistakes is never a good thing, that's why looking at your data and making sure you have good rules in place is critical. Direct mail is only as good as the data provided. And honoring donor's wishes as Jennifer mentions is key for sure.
As an NPO professional who contributes to the organization I work with as well as others, I get extremely upset when my mailbox is overwhelmed by direct mail solicitations WEEKLY from some charities that I give small sums to. The number of direct mail solicitations I receive costs more than the amount I give annually to them. Yet, despite my attempts to correct this ("please solicit me only once a year"), I continue to get hit every week, sometimes twice a week. Will I continue to give to them? No. I see this as bad stewardship of their organization. Does my organization do better? We really try. If we are contacted by a supporter with a request to only solicit once a year, we honor that. We will go one step further and contact our national organization to let them know this donor's wishes.
I couldn't agree more! In my opinion, direct mail is archaic in nature. We can make innovative and thoughtful changes to how we approach our donors and direct mail. We're exploring new ideas and while it's a lot of upfront work, with risks, it's time to think differently. The rewards could be great...but you won't know until you test the waters. Love your insight and noted feelings. I've shared with a few internal and external folks.
hi, thank you Lisa, this is great but...
Just one thing to remember is that many donors start out as small donors and they often come into organizations via direct mail. It's a starting point and that's really how you have to see it. Once a donor gives to an organization, it's key to work on stewardship and cultivation, build a relationship and work up from there. Some major donors will never attend events nor will they agree to a meeting, nor will they open an email nor will they answer phone calls, so there's still a clear spot for direct mail and you can absolutely create really great pieces geared to major donors.
I know Jeff Schreiffels has extensively written about this topic as well as a major donor expert.
Having said this, misspelling names etc or making mistakes is never a good thing, that's why looking at your data and making sure you have good rules in place is critical. Direct mail is only as good as the data provided. And honoring donor's wishes as Jennifer mentions is key for sure.
As an NPO professional who contributes to the organization I work with as well as others, I get extremely upset when my mailbox is overwhelmed by direct mail solicitations WEEKLY from some charities that I give small sums to. The number of direct mail solicitations I receive costs more than the amount I give annually to them. Yet, despite my attempts to correct this ("please solicit me only once a year"), I continue to get hit every week, sometimes twice a week. Will I continue to give to them? No. I see this as bad stewardship of their organization. Does my organization do better? We really try. If we are contacted by a supporter with a request to only solicit once a year, we honor that. We will go one step further and contact our national organization to let them know this donor's wishes.