Direct mail is my least favorite kind of fundraising. Why?
- It’s impersonal. No matter how many hours you spend cutomizing the language, everyone knows it’s still a form letter
- It’s old school. So many innovations in nonprofit work and none of them are reflected in this form of outreach!
- It’s old. You can bet that younger donors put those (unopened) letters right into the recycle bin.
And yet, at some level, it works or nonprofits wouldn’t spend all the time and money sending mail appeals. Fear of losing donors is real.
It can be easy to forget that donors are just people. So year-end is also a time when creativity can set you apart. Have you considered some alternate ways to make the ask this year-end? Here are a few ideas…
💌 Send an eye-catching postcard with a QR code to give online (and email and phone so folks can let you know if they prefer a mailed request).
💌 Create Instagram reels to reach younger donors that include simple, Canva-created graphics. Ask a young person (a staff or board member’s relative in their teens or 20s?) to help!
💌 Create short videos from fans (like your board members) sharing why they give and how your nonprofit’s work matters. This is especially great for Giving Tuesday (December 2 this year).
Make it informal, personal and fun. Lay out your vision and invite your donors to join you in making it happen. Together.
You may find yourself rethinking direct mail altogether.
(Be sure to check out our free template with language to get your board to share your year-end request for support at communitygrantwriters.us/templates and our members-only timelines for Giving Tuesday and Year-End Appeal timelines in premium .xls templates.)
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