What is ‘Direct Mail’ and how to use it as a fundraising strategy?

Direct mail fundraising is a mode of fundraising in which printed material and appeals are used as the material to appeal for funds. This material is sent to the prospective donors or general public by way of addressed mail or unaddressed mail respectively. It can include inserts like the case for support, specific information about the cause/s or impact, donation forms, or even thank you cards. Using direct mail for fundraising can be a good strategy for specific target prospective donor groups, but needs data and feedback to inform the strategy and implementation and to maximize its impact. The key advantages of direct mail are that it is easy to access for all groups (e.g. elderly or those who might not be comfortable with the internet/ emails), is physical hence tangible and memorable, and can be personalized to make the donor feel special.

Information to be included in the direct mail: Name of the organization, registration number, address, contact details, option for unsubscribing/ opting out, need clearly stated for funds and how they will be used. Though the costs will increase if the direct mail envelopes get too bulky, make sure you include these aspects, follow the relevant data protection guidelines, follow the contact preferences of the target prospects.