Designing & Implementing an Effective Direct Mail Program – May 2
Posted by LaSalle Nonprofit Center on April 2, 2019
Date and Time: Thursday, May 2, 2019 – 9:00 am to 4:00 pm
Location: Independence Blue Cross – 1901 Market Street, Philadelphia, PA 19103
Does it surprise you to know that the average person spends 30 minutes a day reading their mail? Or that while the volume of direct mail solicitations is decreasing response rates are rising? These are just three factors that support the conclusion that direct mail is still a powerhouse fundraising tool and certainly a key component of any individual fundraising effort. Given that about 3/4 of all charitable giving is from individuals, don’t let your fear of the cost of direct mail, nor the ease of email solicitation, deter you from exploring the vast potential of direct mail fundraising.
This class will cover both donor renewal and donor acquisition, as you work to keep current donors engaged and attract new supporters. Among the key components to be covered are effective writing and design, printing and mailing, mailing lists, stewardship and measuring success.
The majority of nonprofit marketing spending and tactics today continue to be focused on mature donors, as they remain the mainstay of today’s charitable giving.
Studies indicate that online giving is inspired by receipt of a direct mail solicitation first, underscoring the reality that direct mail needs to be part of a diverse, successful fundraising plan. The only remaining questions are how to make your campaigns memorable, cost-effective, and worthy of attracting new donors and retaining existing supporters. This class will help you answer those questions, overcome anxiety about the cost of direct mail by illustrating its effectiveness in raising money, as you recognize what approaches will work best for your donors and your organization.
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