Direct Mail Fundraising (When You’re Starting from Scratch)

The holiday season is an excellent time for charities to highlight their services and raise funds for new projects. One CAF America survey found that 61% of responders donate because they want to help others, while 51% state that they feel good when they contribute.  

While charitable philanthropy can arguably be traced back to ancient religious practices and cultures (the ancient Greek term “euergetism” described wealthy individuals donating their capital to help fund public buildings and festivals), modern organizations often take on specific causes when supporting their communities on a local or national scale. 

The “Giving Season” is typically referred to as the last two months of the year. One UpgradedPoints survey notes that 40% of Americans report donating more during this time, with the average donation amounting to $98.47.

Despite the economic uncertainties plaguing the US, 48.8% of survey respondents planned to donate the same amount in 2024, while 7.4% planned to donate MORE than their standard contribution. 

As the giving season fast approaches, now is the time for charities to market their services when audiences are most receptive to fundraising campaigns. 

But with every nonprofit vying for more donations year after year, each fundraising campaign needs to be specific, targeted, and measurable to ensure long-term success. 

What charities need – is direct mail. 

1.) Building a Donor List

Direct mail is an excellent tool to showcase your organization’s story through a concise and compelling medium. And its personalization capabilities mean that each mailer can speak directly to the recipient while requesting donations. 

Contrary to digital ads, direct mail offers a more targeted approach. Whether you are launching a local or national campaign, direct mail’s ability to identify and target the households most receptive to your message is unmatched. 

Furthermore, direct mail does not require increased keyword bidding or ad rank within a mailbox, allowing local charities to compete even among nationwide nonprofits. 

Related: 5 Ways Direct Mail Maximizes Nonprofit Fundraising Campaigns

2.) Tracking Responses (& Those That DON’T Respond)

Direct mail offers several Call-To-Action (CTA) opportunities that give flexibility to both the organization and the responders sending over donations. The campaign can consist of several methods of contact, either through phone, a return envelope, or even a QR code to a landing page.

These omnichannel integrations work because they give donors a choice in how they would like to send in their money. Some may prefer the convenience of an online payment while others might be partial to sending over a check. 

This also means that the charity has many methods to track which channels outperform others and adjust their approach for future campaigns. Responses also inform the charity about their dedicated donors, and which messages best resonate among them. 

Does one mailer generate more donations (but fewer individual responses), or more donors (but donating less overall)?

Related: Three Ways Nonprofits Can Acquire Donors with Direct Mail

Tracking who responds and their contributions can help add insight into a charity’s donor tiers and potentially affect the types of campaigns given based on past donations. 

In addition, tracking the people that DON’T respond can help future campaigns refine their approach. Perhaps some households need additional marketing touchpoints to convert, while others are unlikely to ever donate. 

Deciding which households to send further marketing letters to is part of the direct mail strategy, and striking a balance between each option is the key to overall success. 

3.) Retargeting Messages

People like to see their contributions making a difference, especially when their involvement helped improve their local community. Showcasing these outcomes may encourage new donors, but it may also inspire repeat donations from previous supporters. 

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.“

-Maya Angelou

While sending a thank-you card to a fundraiser attendee is an added expense, a simple gesture like that can help your patrons feel appreciated, and the gratuity may lead to further donations in the next campaign. 

Retargeting previous patrons with an awareness campaign is another excellent way to build up momentum before the next holiday fundraiser. These mailers can serve as both a retargeting mailer and as an additional touchpoint for upcoming events. 

Related: Find Nonprofit Donors This Holiday Season with Direct Mail