Disaster-Proof Direct Mail

By | April 15, 2012

Photo by vice48sr5005

Transcript Now Available!

You write the copy, you prep the lists, and then you wait eagerly by the mailbox for the donations to arrive, right?

But then you see it: a typo in the first paragraph that you read a million times. The phone rings: it’s the post office saying they are holding the mailing until your bulk mail account has enough money to cover your biggest mailing of the year. Once the letter is out the door, a longtime donor decides to make their gift online, but the URL you included in the postscript is a big old 404.

Maybe it’s time to dust off the pile of “best practices” articles you keep in your desk drawer and get your direct mail under control. It’s time to disaster-proof your direct mail. Never fear! The #fundchat community will tackle the the issue this week! Please join the conversation on Wednesday, April 18 from 12 pm – 1 pm EDT to offer your expertise or to get a refresher on making the most of your mail program.

Here’s what you can do right now:

  1. What are your most pressing questions about direct mail? Offer them in the comments below and we might include it in the questions for this week’s #fundchat!
  2. Do some homework. See below for a list of articles about direct mail.
  3. Spread the word: Tell your friends and followers about this week’s #fundchat!
  4. Don’t forget! Save the date: Wednesday, April 18 at 12 pm EDT to participate.

Here are the planned questions for this edition of #fundchat:

Q1 What is your (or your org’s) Achilles heel when it comes to direct mail?
Q2 How do you keep your direct mail costs in check?
Q3 How critical is segmentation and what lists do you typically use?
Q4 How do you measure success (ROI?) when it comes to your direct mail campaigns?
Q5 What is the most important element of a direct mail piece and why?

There are many great resources online about direct mail. Here are just a few:

#fundchat is a weekly conversation on Twitter where experts from across the U.S. (and even the world) share, advise, and even consult on topics related to nonprofit fundraising and marketing. Joining #fundchat is a snap. All you need to do is follow the hashtag (#fundchat!) during 12 – 1 pm EDT to see the conversation in action. When chiming in, be sure to include the hashtag in your tweet. If you are new, you should also check out our participation guidelines.

Many #fundchat members use Twebevent or Tweetchat to participate. It’s a web-based interface that automatically streams the conversation in chronological order and automatically includes the hashtag in your messages. You can find the #fundchat Twebevent page here.

One thought on “Disaster-Proof Direct Mail

  1. BrendanKinney

    What questions do you think we should tackle during this week’s chat? Is there one aspect of direct mail that trips you up on a regular basis?

    Reply

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