Of course it is NOT dead! I get direct mail delivered to me every day.
BAD direct mail should be killed, dead.
Good direct mail should be kept alive.
Are they cost effective and efficient?
Are they targeting the right people at the right time?
Or, are they splattering a lot of “suspects”?
Are they environmentally friendly?
Are they highly personalized and relevant?
Are they timely?
Are they donor-centric?
Have they been tested and optimized?
Have you compared the results of your direct mail efforts with the results attained from other channels?
What do your donors think of them?
Have you sought their permission to send them direct mail?
Do they merely tolerate them?
Do you have any idea how many people got pissed off because of them (swearing they’d never give you a single penny ever again)?
Are you on your organization’s list? You should be! Then you’ll see what it feels like to get your direct mail.
>> NonProfit PRO: 12 Ideas to Raise Response to Your Nonprofit Direct Mail
>> The Fundraising Authority: What Every Non-Profit Ought to Know about Direct Mail Fundraising
>> Pamela Grow: What’s in my Mailbox
>> 3 ways to use direct mail effectively in the age of social media
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Spot on! What donors reject are the useless, poorly written and constructed appeals with no prior attention to their needs, concerns and issues. If our organizations communicate in such a self-centered, careless fashion, how can we expect our donors to respond at all?