Top 10 Direct Mail Fundraising Myths - Part 1

By Wayne Gurley
President & Creative Director

Myth #1: People who live in wealthy zip codes are your best direct mail prospects.

People who are wealthy are NOT your best direct mail fundraising prospects. And a wealthy zip code is never a good indication of giving propensity.

I can almost 100% guarantee if you send a direct mail letter into a wealthy zip code, your response will be terrible. In fact, it won’t come anywhere near what you will get by mailing to donors with similar characteristics as your current donors.

The most important criteria for a successful appeal are…

  1. A person who’s the right age (generally, around 65+).

  2. A person who previously has demonstrated a willingness to make a philanthropic gift.

  3. A person who is direct mail responsive - i.e., has given through the mail, and preferably in response to a similar appeal.

Bottom line - avoid using zip codes as a primary criteria for your direct mail fundraising efforts.

© 2020 Allegiant Direct, Inc.

Wayne GurleyComment