NEWSLETTER

Direct Mail Fundraising Strategy Alert

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Integrating Online Marketing (eCRM) with Direct Mail Fundraising Adding a New Communication and Donation Channel Increases Donations

Today, a vast majority of nonprofit organizations run and measure their online and direct mail programs separately. Online marketing performance is generally measured solely in terms of dollars raised online, and direct mail performance solely in terms of dollars raised versus dollars spent. The reality is that each communications channel influences the other’s performance... Read More

The role On-line giving can play in your Direct Mail Fundraising Success

The reading and buying habits of Americans are changing rapidly. The percentages of consumers using mail to communicate, purchase items, research a topic or interest, even pay bills – is declining. These patterns have impacted fundraising, and it is important that every non-profit pay close attention to this changing donor “need” – at least in some portions of their files... Read More

VDM announces partnership with Convio

VDM clients now have access to industry leading software and other on-line giving options to complement their direct mail fundraising programs. VDM recently entered in to a partnership agreement with Convio, a worldwide industry leader in this emerging field... Read More

Making every Expense Dollar Work FOR You During the Recession

In direct response there are few get rich quick schemes that work. But in the heat of the moment that is this recession, many times we forego some basics. Perhaps we cut corners thinking it’ll save. Sometimes this works, and sometimes it doesn’t. Here are some helpful hints for you to save money in direct mail expenses without reducing or jeopardizing your income stream and/or your donor relationships... Read More

Achieving fundraising success in a lean economy

Many clients have asked VDM for its opinion on how downward trends in the regional and national economies might impact their direct mail fundraising programs. Some clients have even questioned if they should postpone their program until the spring.

While we obviously cannot predict the future and the course of events, at VDM we do have the benefit of experience. Having successfully piloted programs through past recessions in the 1980s and 1990s, along with the post 9-11 downturns, we can provide a key perspective that can help maximize your success during difficult economic times. First, we must all remember that the basic tenets of philanthropy remain actively at work - in lean or robust economic times... Read More

What is the right way to build the donor file?

A standard strategy issue for direct mail programs that are experiencing lethargy in donor acquisition, is the use/non-use of Premiums. Perhaps the more pertinent question today may not be whether or not they should be used, but rather where might they be used strategically to help bolster both short term gain and sustainable donor base growth.

Premiums, Standard Appeals and Involvement Packages usually have pros and cons that apply to both acquisition and donor renewal appeals. And the issue has both short and long term implications... Read More

Improving Annual Giving in Higher Education

Direct mail fundraising within colleges and university annual giving programs face important challenges. Most institutions strive to match or exceed the participation levels of their rival or nearby schools – even the “good old days” on their own campuses. Certainly, outside influences – the economic slow down, competition and other factors have combined to create challenges with many programs.

But how much of the problem is really beyond your control? Think about the following three questions... Read More

Common Fallacies about Direct Mail Fundraising - Is it a reality or are you just making excuses?

It is absolutely true that the nature of good direct mail fundraising has – and will continue -- to evolve. And it’s also true that direct mail really doesn’t work for some non-profits. Nevertheless, many broad, sweeping and fatalistic statements and generalizations that are heard about today’s role of direct mail in a successful development effort … … are just flat out wrong.

What are the issues? How can we sift out the fact from the fiction? Read More

Do you have a moves management program for your mid-level donors?

Your nonprofit organization has a solid base of "mid-level" donors … those who make gifts that are greater and/or more frequent than the average. You communicate with these donors regularly via direct mail, and they respond with gifts on a consistent basis. Not a bad starting point.

Your direct mail campaign, however, has its limitations. Perhaps it is having limited success in upgrading that $250 donor to $500, $1,000 or above. Maybe the $1,000 donor gets lost in the mix between annual giving and a major gifts officer personal contact. Or more likely, it fails to transform enough of these moderate gifts into planned or major gifts.

The result? Your program suffers from stagnation at the mid level of your donor base... Read More

An idea on how to upgrade mid and upper level annual fund donors during this recession.

In previous articles about direct response fundraising during down economic times we discussed two important precepts for stewarding donor relationships. The first was the importance of keeping your brand -- your programs and your mission – in front of your donors.

Donors are likely to increasingly prioritize their philanthropy while the economy remains in recession. You must do everything in your power to remain a top priority of your donors. One way is to keep your message before them, with fundraising and other points of contact -- regular reminders about how important their support is to both your organization and those you serve -- how philanthropy is currently making such a big difference to those you serve... Read More