Margaret Macleod ~ Independent Fundraising Consultant ~ August 2018

Prime the Pump of Your Year-end Ask with a Pre-Campaign Postcard

If you haven’t planned it already, pick a date on the fall calendar for your annual appeal letter drop. No matter how many vehicles you deploy for your development office’s yearly, most critical, call-to-action, be sure that everyone on your list receives a letter by mail. *** And this year, get your constituents in the giving mood well beforehand by sending a pre-campaign postcard. Get this into their mailboxes a good 6 weeks before you send the appeal letter. Put the mail drop date for this on the calendar today. Why? Because marketing professionals understand that it can take from 7 to 13 “touches” to develop a qualified lead. And, come November and December, your year-end ask will compete with many others for attention. Remind your prospects about your important work with a simple, pleasing postcard in their mailbox.

Incorporate These 4 Elements Dynamic Photo Use a photo that’s illustrative of your organization delivering its mission. Whatever the image, be sure the subject is dynamic and engaged, your organization in action.   Powerful Photo Title Simple, one-sentence, mission-centered message. Written on the back of the postcard. For example: XYZ School inspires life-long learning in small classrooms and a hands-on environment, fueled by community support. Call to Action For example: Look for our annual appeal in your mailbox in October, when you can inspire life-long learning too! Do not ask for money here, only ask them to look for your letter. This is a "touch," not an ask. Add your branding and you're done. Keep it simple.

The Nugget Use the strategy that successful marketers rely on – many customer touches are required before a transaction will happen. Get on your constituents’ year-end giving radar early on, so your organization stays top-of-mind amongst all the other nonprofit appeals that are also headed their way.

Powerful Strategies to Advance Your Cause Build an actionable development plan Design & strategize campaigns Write a winning grant proposal Plan or manage your event Rally your board & staff Coach your committee And more

*** A recent report from the Direct Marketing Association shows 4.4% response rates to snail-mailed marketing, compared with 0.12% for email. And a Gallup poll revealed that even millennials (portrayed for years as primarily responsive to digital cues) positively respond to letters and cards in their mailboxes at a rate of 95%. The Snail Prevails!

Margaret Macleod ~ Independent Fundraising Consultant (207) 632 - 8472 ~ mlmacleod16@gmail.com

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