Direct mail appeal

A direct mail appeal is a type of fundraising campaign where a non-profit organization sends a targeted and personalized mail piece to a specific group of individuals or households, asking for a donation to support their cause. Here are some key elements of a successful direct mail appeal:

  1. Compelling letter: The letter should be well-written, concise, and clearly state the purpose of the appeal. It should also include a personal story or anecdote to make the request more relatable and emotional.
  2. Personalization: Address the recipient by name and make the appeal feel personalized to their interests or connection to the organization.
  3. Clear ask: Clearly state the amount of money being asked for and what it will be used for. Make sure the ask is specific and achievable.
  4. Visuals: Include photos, graphics, or other visual elements to break up the text and make the appeal more engaging.
  5. Return envelope: Make it easy for the recipient to respond by including a pre-stamped return envelope.
  6. Timing: Send the appeal at the right time, such as during a specific fundraising campaign or event.
  7. Segmentation: Segment your mailing list to target specific groups or individuals who are more likely to respond to the appeal.
  8. Follow-up: Follow up with non-responders to encourage them to make a donation.

Here's an example of a direct mail appeal:

Envelope: A plain white envelope with the organization's logo and a clear return address.

Letter:

Dear [Name],

As a long-time supporter of [Organization], I'm writing to ask for your help in supporting our latest project, [Project Name]. This project aims to [briefly describe the project and its impact].

As you know, [Organization] has been dedicated to [briefly describe the organization's mission and purpose]. But we can't do it without the support of generous donors like you.

That's why I'm asking you to consider making a donation of [specific amount] to support [Project Name]. Your gift will help us [specifically state how the donation will be used].

Here's a story that illustrates the impact of your donation:

[Include a personal story or anecdote that highlights the importance of the project and the impact it will have on the community.]

If you're able to make a donation, please return the enclosed envelope with your gift. Every dollar counts, and we're grateful for your support.

Thank you for considering this request.

Sincerely, [Your Name]

Return envelope: A pre-stamped envelope with a clear return address and a space for the recipient to write their donation amount.

P.S.: A brief reminder of the importance of the project and the deadline for responding.

Remember to track the response rate and adjust your appeal accordingly. A successful direct mail appeal can be a powerful way to raise funds and engage with your supporters.