Even when your not-for-profit does great and important work, it can still be hard to make that all-important ask for donations. You don’t want to come on too strong, but at the same time you know it’s critical to get those funds. One simple, heartfelt way to get your message across is by using direct mail. Here are a few ideas for tastefully asking for—and getting—donations for your non-profit:

1. Include an envelope. Does this sound too simple? Believe it or not, simply including a return envelope can be a huge way to make it easier for donors to whip out their checkbooks. Make sure you pre-print your address on the envelope for maximum effect. For bonus points, also include an easy way to donate online so donors can sit down in front of their computer immediately and make a difference right away.
2. Attach to a specific case. You’ve probably seen those late-night commercials telling you how you can sponsor a child. They don’t just talk about any child; they’ll give you a picture, a back story, even letters from the child so you can feel a strong emotional attachment and connection to a child a world away. You can make the same thing work. Maybe it’s sponsoring a particular animal, event or stretch of highway; maybe it’s sponsoring a meal or a child, as we discussed. Whatever you want people to donate toward, give them specifics, including pictures and follow-up after the fact to show them how their money made a difference.
3. Show success. Even if you don’t want to give each donor a specific case study, everyone likes to understand how their dollars will be spent. At least once a year, give a detailed breakdown of how donations were spent—what went to overhead, what went directly to programs, what’s carried over for next year, how much was drawn from the endowment. Obviously you can’t track a donor’s particular dollars, but by giving the big picture, you can help make them feel more secure in donating again.
4. Remind them donating now saves money. Direct mail is a way to make a personal connection, but it can be expensive. Many not-for-profits, including NPR stations, remind donors that by donating at the first request, they’re saving the not-for-profit the cost of repeated reminders, thus making their dollar stretch even farther.

Interested in more information on how direct mail marketing can help you? Contact Premier Advantage Marketing. We’ll help you reach your donors and prospective donors, make an emotional connection, and do more good in your community.