I love to speak on Donor Loyalty because loyalty is impacted by so many touch points. One of those touch points near and dear to my heart is direct mail. I believe in this time of reduced mailings, direct mail is a secret weapon if done right. According to a survey in the October issue of Fundraising Success, I am right. Sixty-one percent of donors give by mail. Now I do believe a multi-channel approach is best, but for the sake of this blog post I am going to stick with direct mail.
During a recent talk, I spoke of a great direct mail piece I received from Food for the Poor. I decided to share that piece in all of its glory with you here.
I really enjoy this piece because it:
· is unique.
· has a clear call to action.
· shares a compelling story of how your donation will help.
· stands out in your mailbox.
Take-away:
Try something different. If you have been sending the same direct mail to your loyal donors for years, it is probably time for a change. Experiment with some new ideas to see if you can increase your response rates. I bet you can!
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