Blueprint Fundraising

After reading an article in the Chronicle of Philanthropy (”More Americans Are Responding to Direct Mail, Survey Finds”) I contacted research firm Vertis for a copy of their report. A few interesting points to consider…

• The number of people who visited an organization’s website after receiving a direct mail appeal has more than doubled since 2002. Twenty per cent of readers took this action. Does your website actively welcome these visitors?

• Information of greatest importance to readers:
  1. How the organization spends funds
  2. Importance of organization’s mission
  3. Info on how charity is helping local area
  4. Statement of what the donation provides
  5. Information on why donations are needed
  6. Details on how the donations will be used

• Top reasons readers open the package:
  1. Timing of the piece and their need for the service
  2. The package looks interesting
  3. Their name is on the front of the envelope
  4. A special offer or discount
  5. The package looks important
  6. They feel something in the package

Related Posts:

• Ups and downs in direct mail
• Will the election hurt your direct mail?
• BC Association for Community Living
• Tip of the Week: Provide social information to increase gifts
• Writing

This entry was posted on Friday, May 6th, 2005 at 2:31 pm and is filed under News. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.