Being a philanthropic contrarian, I give most of my smaller donations in response to direct mail the Tuesday BEFORE Thanksgiving, a week prior to Giving Tuesday. Why? I am usually home from the road, and like to de-clutter my stacks of mail and papers that have been stacking up the past months. And also because the tree will be purchased this weekend, decorations will come up from the basement, and less paper around makes me generally happier.
But I read every piece of Direct Mail that I receive, though these days it is so much that I do it a bunch at a time. I am a fan of the $100 gift, being big enough (for me at least) to have some impact and start a relationship. Here is what I learned this year, sorting through my stacks:
- Timing is everything. I give my small gifts, for whatever wacky reason, before Thanksgiving. So this means that your year-end solicitation might be deliriously well-written and compelling, but my cash is spent. Get out Earlier.
- Visuals matter. Color printing is cheap enough that everyone should be able to add a little color for impact. The best way to show your organization is to show the people who benefit from it. People comes in all shades. Print your people in color!
- Message still counts. I am not naming names in this post, but a very large, very wealthy non-profit in my home city of Indianapolis wrote to me with, “I’d like to introduce myself. My name is BLAH BLAH, and I am currently serving as the Interim CEO of BLAH BLAH.” If you think I care, BLAH BLAH BLAH. Make the best sentence in your letter the first one.
- Envelopes Must Compel My Interest. The biggest obstacle to any donor or prospect making a gift is actually opening the envelope. When I get lots of mail I tend to sort it by the recycle bin, tossing catalogs and junk right into the shoot. Compel me to open your envelope, or I might not. And please, DO NOT make the addressee on your envelope to an existing donor, “OR CURRENT RESIDENT”. To the bin you will go. Say something amazing on your envelopes.
- Personalization is the BEST. My favorite fundraising letter arrives every November from a wonderful Indy organization, the Harrison Center. Someone fills the letter with joy and fun, underlining and adding little notes about impact. I am a sucker for personalization. I love this approach. I will renew my gift, even though I haven’t been active with this organization for some years. For your existing donors at least, personalize letters in some way.
- I care not at all about Benefits. Professionally I spend a lot of time on benefit cards, but I find them loathsome and a bore to read. Is there anything that your organization can give me that would compel my renewal or increased support? Maybe, but a too small to read table of benefits that includes $5,000+ gifts won’t do much to convince me to make a $100 check. What might? A specific, timely premium or opportunity, described in plain language. Simplify your Benefits, or better yet, strengthen how you describe your case.
- Matches still count. It might sound old-timey, but Americans do like a deal, and the chance to have your gift go even farther is compelling. Get you a Matching Challenge.
Good luck with your year end fundraising, though if you hit me up in December, the money is probably spent.