DIRECT MAIL
Direct Mail Fundraising is Alive and Well…and Still Going Strong!
By: Valerie Kagan

Great news! Direct mail is continuing its longstanding tradition of being a viable and dependable source of funds for non-profit organizations at the local, regional and national levels.

Why is direct mail still so popular– and successful? First, direct mail programs provide a relatively independent income. Unlike foundation or government grant funding, which is often earmarked for specific program purposes, direct mail revenue can be applied against administrative overhead and other less "popular" expenses.

Second, direct mail programs, properly managed, can provide a relatively predictable income. Other funding can, and often is, withdrawn or terminated with little notice or recourse. Shifting funding priorities, or newly elected officials or policy-makers can dramatically affect a not-for-profit organization that is heavily dependent on just a few major funding sources.

Finally, direct mail programs serve as an important communication vehicle between an organization and its existing donors and prospective donors. People still believe what they read. Direct mail dramatically increases an organization's visibility and, therefore, credibility within a larger community.

True, more and more people are communicating via email and are using the web to make purchases and, to a lesser extent, donations. It is also true that the generations of individuals who will be entering their prime giving years are more and more attuned to electronic media. However, for the majority of non-profits, charitable giving via the Internet is a small portion of their total funding and may remain so for quite some time.

One prominent Washington DC mailer looked at all of its donors making gifts of $1,000 or more and found that more than 40% came in through cold direct mail prospecting, many with initial gifts of as little as $10 or $15. And, most people in development can confirm the story of a six or seven figure bequest coming from a direct mail donor who never wrote a check higher than $15 or $25 in his or her lifetime.

No matter what your annual budget or your primary sources of revenue (special events, major gifts, etc.), direct mail should be an integral component of your development plan. If you’re not having much success in this arena, perhaps your packages are not creative or compelling enough to inspire donations, or perhaps you’re not mailing to the right target audience at the right time with the right message. My advice? Don’t be “penny wise and pound foolish.” Successful direct mail programs need skilled management and analysis, creativity and patience. Seek help from a direct mail fundraising consultant. The expense for expert assistance will be well worth it in the long run.

Valerie Kagan is an award-winning copywriter and President of VK Direct, Inc., a full service direct mail fundraising agency located in Patterson, NY. Please contact Valerie Kagan at 845-878-7775 or valerie.vkdirect@verizon.net.