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One essential you need to get right

Non-profit executive directors and development directors often ask me: “How can we use direct mail without being overwhelmed by complex strategies, production issues, postal regulations and other things I just don’t have the staff or time for?”


These leaders at small to medium size organizations get it.  They recognize that

(a)  A significant portion of the U.S. population are charitable and willing to support causes they believe in.

(b) Even though social media is all the rage, the vast majority of donors use direct mail to make their donations.  (Many love to research organizations like yours online, but they do their actual giving the old way – at least 90% of it anyway!)


So from June on, I answer their question like this: “Make sure you send out a year-end appeal to all your donors.”  Even if it’s a low-key request for help, getting something into the hands of your supporters in the thick of the charitable giving season is essential –


In fact, most non-profits receive nearly half of all annual donations in the fourth quarter.  But it won’t happen magically.  Out of sight, out of mind. In the frenzy of the giving season, you’ve got to be on your donors’ radar screen – reminding them of the good works you’re doing and, most important, that you depend on them to make those good things happen.


If you don’t tell them, how will they know?


When done properly, a mailing with a compelling offer and direct ask sent to the right audience, can produce truly stellar results. One organization we helped with only 4,000 donors generated income of more than $100,000 from a single year-end mailing!


I know it’s only August, but don’t wait too long to get started. Remember, your donors aren’t just your donors.  They “belong” to other organizations as well – organizations who will be reaching out to them
this fall. Will you get there first?



P.S. If you want to save the work and worry of producing a year-end appeal, we are ready and happy to help!  Just click here to find out how we have made it simple and affordable for small and medium-sized organizations to get an effective year-end appeal into the mail.

Email: currents@newrivercom.com
Web: www.newrivercommunications.com


Katapult MarketingOne essential you need to get right