We’ve before, and we’ll say it again (and again) until people stop asking us to do email fundraising INSTEAD of print: Don’t ditch your paper-based fundraising program for email. Unless you are a very special nonprofit who has built its own free-standing eFundraising program, direct mail is still the single best way to get a response from your donors.
Many people who come to us believe that because they have a list of email addresses from donors who have volunteered their information they can move away from traditional fundraising and straight into eFundraising. Big Mistake.
Studies show that they way a donor first gave to your organization is the way s/he is most likely to continue giving at his/her highest level. That is, if Jane first responded to your appeal through a paper letter, then she will always respond best to paper letters. If Fred first responded through a special event, then he will be an event-based giver. And if Justine first gave through email, then she is an e-giver. Get it?
This is not to say that you can slowly foster some cross over, but you don’t want to bank your whole program on it — or any significant part for that matter.
eFundraising and social media are all good Additions to your fundraising program, but think of them as the Accessories, not the Whole Outfit.
Don’t despair. There are some nice ways to cross over and link the two programs, if your itching to get your eFundraising feet wet.
1. Postcards. These suckers really get a good bang for the buck. Use them to point people to an online campaign. Or post your annual report online and use a postcard to announce it. You can even break up your print newsletter and send it in several postcards. Kivi at the Nonprofit Marketing Guide has some nice ideas for this. You’ll save a pretty penny on printing and postage.
2. Use your reply devices to build an e-fundraising program. Leave a space for people to include their email address. Include a box for them to get certain mailings by email instead of paper, such as thank you letters and newsletters, which typically don’t raise huge amounts of money.
3. Use your email list effectively. You don’t want to overwhelm your e-donors, but you can’t neglect them either and then expect them to jump because you emailed them once in 6 months. Send compelling emails. Learn How to Write and eAppeal.
4. Be patient. Direct Mail may seem old hat to you, but it’s Tried and True, and especially in a tough economy, there’s a lot to be said for Tried and True.
The day may come when email eliminates all paper mailings, but that day hasn’t come yet.
Want help putting together a winning direct mail package? Contact us. Nothing makes us happier than helping you help others.
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