3 Ways to Improve your Year-End Direct Mail Strategy

Whether December is the last month of your fiscal year or the mid-way point, it is, by far, the most important month of your fiscal year for fundraising. For organizations that operate on a July-June fiscal calendar, it is very common that 60-62% of their annual goal must be achieved by the close of December to be on course to meet their entire fiscal-year goal. A direct mail strategy can be a great addition to help you meet your year-end goal. 

Your direct mail strategy is likely not your largest source of gift income, but it touches the greatest number of your donors and potential donors, and a large number of those donors wait till the end of the calendar year for their only or largest gift. Here are some important things to consider:

1. Tell a Story - Too many direct mail appeals try to tell all the merits of our ministry and why we are worthy of support. Big mistake! The true giver wants to know how their investment, whether $100 or $100,000, can make the difference in people’s lives or eternal destiny! Instead of talking about people groups—tell the story of one person or one family in that people group. A more specific and personal story is compelling. That breaks through to the heart, and that is what often precedes a gift. 

2. Be Clear with what you are asking - Your appeal must answer the question, “what, then, do you want me to do?” We’re amazed at the number of written appeals that do not answer that question! You must ask specifically and warmly if you want gifts for the opportunity at hand.

3. Follow-up - Many year-end appeals are delivered after Thanksgiving or early in December. That is as it should be. But think about how often you have received a letter and set it aside, saying to yourself, “I’m going to give something.” Good intentions sometimes get lost in the busyness of the season. A gentle, even humorous reminder is often in order. We have found that a post-card or email follow up to a year-end appeal can increase the response from 10-40% over a year-end mailing alone.

*Consider testing a follow-up piece. One of the best we’ve seen over the years was from Dartmouth College. It was a postcard (today it might be an email) with a visual of “Old Main” with snow gently falling on a lone snow shoveler, wearing a brightly colored Christmas stocking cap in contrast to the drifted snow. It simply said, “at this time of year, dig deep.” Beautiful.

December is, almost without exception, the largest gift income month of the year. That is why careful planning for your end-of-year effort is essential. If you would like assistance planning your year-end giving project or a Capital Initiative for Spring, schedule a meeting with a Generis Generosity Strategist today!