The mail effect

Working on your online fundraising plan? Did you include the direct mail solicitation in the appeals? What direct mail solicitation you ask?

Think about it. What is your response rate to e-appeals? With only a tiny number of exceptions, it is less than 1%. What is your response rate to direct mail appeals? I would expect for many of you it is over 2% (if it isn't call me - I am happy to provide you with some consulting services to get you upwards of 2% for the year.) Thus, we have a gap.

So what to do about it? The best part of online fundraising is the feedback that you are able to gather about interests. There is a common phenomena in online fundraising regarding clicks - no matter how clear the link or how good the giving form, a substantial number of folks click links to giving forms but don't convert into donors. Thus, we have a gap.

You have the ability to produce small, targeted direct mail appeals going to folks who provide indications that they are interested in particular aspects by clicking, opening or reading information centered on particular areas of your institution. These may be measurable in tens or hundreds and you need to work to avoid the "big brother" appearance that will freak out donors so careful planning is appropriate. The best part of this is that you can plan for this set of appeals as a follow up to every electronic appeal or even communication that you send so it is quick, easy and cheap - most of us can do it from our office or at very least through school resources rather than an outsourced vendor.