Should I Use Direct Mail?
You may be asking yourself: is direct mail the best way to raise funds? Does
it cost too much? Will I be comfortable using direct mail? Those are good questions.
The truth is direct mail is not the right fund raising medium for every organization. But,
did you know that virtually every major conservative group in America, not
to mention almost all campaigns for public office, rely on direct mail as their
primary fund raising medium? For many others, it is a major component
that their overall fund raising effort depends on.
The Core Fund Raising Medium
Direct mail really is different. In fact, most nonprofit leaders and campaign
managers agree that direct mail truly is the core component of any successful
fund raising program. Direct mail will not only raise hundreds of thousands,
possibly millions, of net dollars for your cause, but will also enable you
to identify individuals who will make very large gifts upon your personal
solicitation. Direct mail will help you to draw in support for your special
events. And direct mail for conservative advocacy groups will make it possible
for you to create an effective deferred giving program so that your organization
can continue, even after you are gone, thanks to the wills and bequests you
generate from your loyal and faithful supporters. Direct mail can not only
build a direct mail donor base, but as a client of Eberle Associates you
will have online, 24/7 instant access to all this information via our Client
Extranet. By using the Client Extranet you'll be able to
identify high dollar donors, candidates for your deferred giving program,
and individuals who may wish to participate in special events.
Is Direct Mail an Efficient Way of Raising Funds?
The truth is that direct mail is costly, especially in the early stages of
building your house list. As explained in How
Does Direct Mail Work? building your house file is the key to raising
net income for your organization or political campaign. However, while it
appears to be an inefficient process for raising funds, it is the most efficient
process yet developed for gathering funds from conservative donors from coast-to-coast
and border to border. Patriotic Americans in small towns and in large cities
look for opportunities to participate in and support efforts to preserve freedom
for their children and future generations of Americans. They want the United
States to not only be a great nation, but a good nation. Direct mail gives
them an opportunity to be a part of something big and important, and they
feel better about themselves when they support your organization. But to
get right down to the bottom line of the cost of direct mail fund raising,
please read Where
Does All the Money Go? This free publication will give you an unvarnished
picture of the cost of direct mail fund raising.
Will I Be Comfortable Using Direct Mail?
Understandably, those who have never before used direct mail may have a number
of misconceptions regarding how direct mail really works. One common misconception
is that in order to be effective, direct mail has to exaggerate reality and
make unsubstantiated claims. Nothing could be further from the truth. In fact,
your direct mail fund raising appeal cannot pull any punches when it comes
to telling the donor the absolute truth. For a greater understanding of the
necessity of conveying the brutal truth to your prospective donors, please
Go Begging In Your Tuxedo.
There's another aspect of direct mail that you will need to be comfortable
with and that's the critical importance of building a relationship with your
donor base. This means frequent mailings to your donors as is explained in
more detail in Building A Relationship
With Your Donors. It's important to reach a comfort level in using direct
mail if you want to use it to its maximum effectiveness.
Is Direct Mail Right for You?
If you are one of those select groups that can take advantage of national direct
mail fund raising, then your fund raising future is bright. Don't guess, take
the test found under Stop!
Take This Test to find out if your organization or political campaign
has a good chance of success for raising funds through the mail.