Direct Mail Acquisition
A Case Study
Getting new donors through a direct mail piece can be one of the most daunting tasks in fundraising — but if done right, it will yield fantastic results over many years as these donors can become among your strongest supporters.
The Killoe Group helped one of our animal welfare clients acquire brand new donors through an effective direct mail acquisition piece. Here is a break-down of what made this project so successful:
Data Targeting
Before we even started to write the letter, we began by mining the organization’s donor database to find out about their donors. Who were they? What traits did they have in common? Where did they live? How old were they? All of this was found in the database (which is why accurate data recording is so important!) By crafting a composite view of the average and top donors, we were able to best target the acquisition piece.Working With a Direct Mail Vendor
You’ve heard of purchasing or renting lists? This is the step where the mail vendors come in. The Killoe Group connected with a well-known mail house to find a list that matched the demographics of our client’s average and top donors. Through targeting, we could be sure this piece would land in the homes with the highest likelihood of success.The Science Behind the Ask
From the outside of the envelope to the layout, fonts, and reply devices, all of the elements of this piece were developed with fundraising best practices that are proven to result in gifts. There is a huge amount of research into the psychology of direct mail marketing pieces, and some simple tactics that increase your yield. See page two for a detailed breakdown of some of the elements that made this piece successful.
When you’re trying to acquire new donors, you are fighting to make an ‘opening case’ to someone who likely does not know anything about your organization. ANY GIFT is a success in acquisitions, as it gives you the chance to follow up and steward the donor to show them the impact of their giving. When done right, it’s the start of a great relationship where your organization carries out the donor’s wishes, and their philanthropy gives you the resources to meet your mission.