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| Dear “Send It” Colleague, Gifts from individuals acquired through the mail are the most cost effective, dependable means of income for social-profit organizations. In order to keep costs low, it helps to know something about postage, especially since rates are scheduled to increase this month. Gain some ideas for managing your postal solicitation expenses by using the ideas and information below.
Do you have questions about mail solicitation? Contact us through LEADline@CampaignConsultation.com. Access previous issues of On-the-Go eTA by clicking on the title at the right. We all love to get a letter, especially when we are far away from family and friends. Direct mail is a fundraising technique that can bring your program to your donor’s home or office. But, in order to receive a return gift, your letter has to be opened and read. The outer envelope is your first (and maybe your last) chance to appeal to the donor. Every inch of it is important. If the envelope is right, the prospective donor will open it. Consider these aspects of your mailing envelope: The Address This is where the eyes go first. Although the size of the mailing and your resources may dictate which method you use, you should know that the method you use to address the envelope says a lot about your relationship to the donor. A hand-addressed envelope is very personal, indicates the donor is valued and therefore, will usually be opened. A label fixed to a card or letter inside an envelope viewed through a glassine window says mass-mailed. This is more impersonal, the donor is less valued and the chances of having your enveloped opened are greatly diminished. The Return Address
The address from which a mailing is sent lets the donor know that
the letter they are holding is from your organization. Its type
face should be consistent with other type faces you use to brand
your organization. Often the return address will include the name
of the person who wrote the letter as the first line. This is especially
effective if the person is a leader in your community. And then
again, sometimes leaving off a return address, especially if sent
standard class bulk mail, can also get your mail opened if the teaser
is compelling enough to increase their curiosity. You may choose to use a live stamp and send first class or print a permit imprint to send bulk rate (See Postal Rate Distinction Summary). Tests show that a first class stamp indicates a more personalized approach and will usually get the mail opened because it is important enough to spend the money to send first class. Other organizations do better when they show they are being economical. This may depend upon the size and timing of your mailing. Also you should incorporate both methods – use live postage for your special and major gift donors. Send the bulk rate imprinted permit to donors who give less. A Teaser A teaser is used to entice donors to open the letter. Sometimes it includes a picture, or gives an impelling reason to give. It may offer a benefit or pique curiosity. The Logo Your logo should be readily recognizable and lends credibility that you organization is who you say you are. It should be a point of pride for your initiative. Postal Rate Distinction Summary Your mail costs will be lower the more work you are willing and able to do for the Post Office. By selecting from a variety of mailing options, you may be able to save a significant amount of money and still have your mailing reach your donors in a timely and efficient manner. Click here to learn about the different classes of mail you can choose:
Test Your Response Rate Results Postage is a major expense of any mailing, so looking for ways to save money in this area is prudent. But where can you save and still maximize your dollar response from an appeal? Certainly you want to get more people to open your envelope, read your letter, and make a gift. You also want donors to give constantly larger gifts. The major issue in testing is cost to dollars raised or the return. Will spending more money mean you will get more money? You can test many different factors of your direct mail package—your envelope, your letter, your reply device, but for a test to be valid, you must test only one characteristic at a time in a test mailing. Otherwise, you will not know for sure if your success is due to more expensive postage or a more personalized ask, for instance. You can create a test mailing by randomly dividing your mailing list in half. Check to make certain you have equal representation of large and small donors and non-donors in each half. Code your gifts received so that you know which gift is from group A and which from group B. A simple way to do this is to run a colored highlighter along the bottom of a stack of reply envelopes for one of the mailing groups. Here are some variables you may want to test: First
class postage vs. standard bulk mail rate At the end of your appeal season, tally the results. It may be worth spending more money to bring in more money. If there is no significant difference, you can probably save money using the less expensive alternative. Let us know Do you have insights to share about making annual fund donor and prospect lists? Contact
us at LEADline@CampaignConsultation.com Thank you for your interest in On-The-Go eTA. We encourage you to send this and other issues of OTG eTA to friends and colleagues who would benefit from the information. Also, if you’re on information-overload, you may request email removal. Otherwise OTG e-TA will be back soon with another edition.
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Details from above: Postal Rate Distinction Summary Listed below are the various options for your mailings and some of the requirements for each:
The National ASK (Awareness, Skills, Knowledge) to Sustain Institute, sponsored by Corporation for National and Community Service, provided by Campaign Consultation, Inc. 1998, 2002
Resources Now! National Institute, sponsored by Corporation
for National and Community Service, provided by Campaign Consultation,
Inc. 2006 - present
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Let us know by contacting us through LEADline@CampaignConsultation.com
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