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Nurture your Existing Donors Nonprofit organizations usually have long time donors who donate regularly to their favorite causes. The secret to nurturing a donor is to feature them regularly in direct mail, and thank them for the support they give. Direct mail to existing donors can emphasize how their donations are making a difference in the work done by the non-profit. Data can be used to back up the claims, like the extra facilities and staff added with the increased donations. Existing donors should not be sent mails frequently if they express a desire to receive less frequent updates. Keep the Message Consistent Nonprofit organizations should develop their own brand of communication in direct mail. So each direct mail piece should be consistent with the previous messages. This includes design, logo and tagline, and details of activities. It’s always best not to drastically change details like fonts, colors and pictures in successive communications as they can appear inconsistent to readers. The aim of the messaging should be to convey that the nonprofit is run by knowledgeable people who are working to make a difference in their chosen area of operations. Give More Options to Respond Every fundraising appeal need not necessarily result in funds pouring in for the organization. Often, prospective donors want to know more about the organization before deciding to donate. So, the nonprofit should provide as many options as possible in the direct mail for the recipient to reach out to their team. This includes the physical address, mailing address, website, email, telephone contacts and social media profiles. Non profits can also offer personalized website links. These links lead to websites which have a message consistent with the appeal mentioned in the direct mail that is sent to the recipient. Giving more options not only broadens the base to include younger donators who prefer electronic means of communication, it also shows that the nonprofit organization is keeping abreast with new developments. Design Separate Campaigns for Prospective Donors The direct mail sent to prospective donors should aim to introduce the nonprofit organization to them. So the message should be more forthright and the appeal for funds should be direct. There should be evidence of the difference being made by the nonprofit, and what it could do with the additional funds. The aim of the message should be to create a connect with the prospective donor, and leave a favorable impression about the nonprofit’s activities. Some organizations even give away stickers and badges to prospective donors as part of a brand building exercise. Create Incentives to Respond through Direct Mail The call to action by non profits should be emotional and heart-touching. Fund raising experts suggest that stories of actual people always make an impact among readers, so nonprofits should emphasize how ordinary people have benefited from the nonprofit organization’s work. Incentives for donating can also be created with donor tiers that place large givers in special member categories, eligible for gifts in the holiday season and also for family visits to the field projects carried out by the nonprofit. This creates a further reason for donors to step up their contributions. iti Direct Mail offers direct mail services for nonprofits ( letterprinting./s ), real estate agents, business organizations, insurance and mortgage companies such as mail merged letters, custom postcard printing, hand addressing, newsletters, booklets and catalogs.
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