Snowday and Snail Mail Tips
Here in Washington, DC, the city remains largely shut down, having just set a record for the snowiest winter EVER. I have to give a tip of the hat to the mail carriers who managed to show up a few times in the past week. Which takes my thoughts to direct mail. I rarely post on direct mail since I’m quite focused on online giving. That said, direct mail is still the source of most dollars in fundraising. So I wanted point you to a blogger that’s got some great resources on direct mail.
Blase Ciabaton (aka “Direct Mail Man”) has some useful tips for you on:
1. Exclusions for mailng at the nonprofit rate. Yes, There are Restrictions to Mailing at the Nonprofit Rate.
2. How To Grow Your Charitable Donor Mailing List
3. Tips for Converting First Time Donors
I especially like the following advice, which applies to donor cultivation via mail and online:
The first place to start in the conversion process is with a prompt “thank you.” The gold standard in promptness is to send a “thank you” within 24 hours of receipt of your gift. If at all practical, a hand-written or hand-signed note is best. Donors feel most appreciated if the CEO or Executive Director signs the “thank you.” It may seem like common sense, but a “thank you” should not ask for another gift or donation; to be accepted as a sincere “thank you,” the sole purpose of the communication need to be to express gratitude. Finally, if at all possible, the “thank you” should cite the amount of the gift given and provide a receipt for tax purposes.
‘Thank you’ is easily forgotten. It is just common courtesy to thank a donor for a gift, no matter how small. It goes a long way, and it is something people remember and appreciate.