I get them in the mail monthly. You probably do, too. Direct mail pieces that do not “endear” the nonprofit to the reader.
Here are the 3 mistakes that are hurting your direct mail:
- Using “Dear Friend”.
Wow, this organization doesn’t even know who I am! Why would I want to give them my hard-earned cash if they cannot figure out who I am?
Many times, the database needs to be cleaned up. I know it can take countless hours of work and expense to get the database corrected. If you cannot dedicate the manpower to separate the first and last names, you can put the donor’s whole name (i.e. Mr. John Smith or Mr. & Mrs. John Smith) in the salutation. That’s one solution that can buy you some time until you can get your database up to speed.
- Making yourself the hero.
It’s so hard not to draw attention to the good work that your nonprofit is doing. You’re in the thick of it helping the homeless, feeding the hungry, providing educational opportunities for people to get their GED. It’s awesome stuff!
Here’s what the donor’s thinking: “If your non-profit is doing such a great job at so many wonderful things, why do you need me (the donor)?” Help the donor see how they are needed in your work, how they are vital to what you’re doing.
- Covering too much in one appeal letter.
Yes, it’s true that your nonprofit is doing a lot of great work (see #2 above). But, if you ask for help in too many areas in one letter, you’re going to confuse the donor. Keep your appeal letter about one thing—and ask for help with that one thing.
Take a good look at your last appeal letter to see if you might be hurting your direct mail ROI. With just a few simple changes, you can increase not only your revenue, but the good feeling your donor has about your organization.
Let's talk more about how to really connect with your donors through your direct mail. Just schedule your free coaching call >>