It’s December, so it’s not surprising that my mailbox has been filled with nonprofit fundraising appeals recently. I really don’t like direct mail (even if I eventually donate to these organizations, I will do it online), but receiving these solicitations does help me to stay current on what techniques work best in attracting my attention. Below are three examples of what I found interesting enough to read in detail:
- Americares sent a paper bag with an appeal written on the outside so I didn’t even have to open it to read. The headline – ‘we filled this bag with words…so you might fill it with medicine.’
- Christopher & Dana Reeve Foundation used the more traditional four page letter, but it described the progress of someone who had benefited from the organization’s work and it was interesting enough so I read to the end
- Doctors Without Borders sent a ‘Year in Review,’ describing their work in 5 countries including photos and personal narratives by medical staff
- Mazon described ’8 Myths About Hunger in America,’ compelling me to read all eight to find out what was true and what wasn’t
In the end, I donate to these nonprofits because I believe in the work they do, not in how creative their direct mail materials are. But with the many solicitations we’re all receiving this month, it definitely makes sense for an organization to find a way to stand out from the crowd. At least for me, the above nonprofits did a good job in keeping my attention.
My recommendation – if your nonprofit sends direct mail, coordinate it with an online campaign that reinforces the message using website, email marketing and/or social media (and mention the website in the direct mail piece and vice versa). This will help get the attention of others like me who usually toss direct mail solicitations after a quick glance.
