Top 3 direct mail mistakes

By Wayne Gurley
President & Creative Director

When a nonprofit organization contacts us to see if we can help them get better results with their direct mail program, we always ask to see samples of what they've been doing.

Invariably, we see the same mistakes being made.

Here's a discussion of the TOP 3 MISTAKES we see most frequently...

Mistake #1: Audience

More often than not, the organization is using a prospect file that is too young.

It's wishful thinking on the part of many development professionals that a younger audience OUGHT to be giving and one day perhaps magically WILL give.

In a sense, they're right. They will start giving SOME day. But that day is a long way off. When these younger prospects begin to amass more discretionary income that can be earmarked for philanthropy, they'll start giving.

Until then, you should focus on prospects that are ready to give NOW, and that age group is usually 65 years of age and older. Otherwise, you are wasting time and money.

Mistake #2: Copy

We also see mistakes with copy. Either it's thematically poor or written from the institutional "we to you" point of view, not "I to you." As a result, the copy isn't donor-focused and will not be successful.

Donors like to solve problems, so give them something to solve. Don't ask them to support your organization because "you've been around a long time" or you do "good work." Both may be true, but you won't get many folks to support that kind of case statement.

Poorly written copy with long paragraphs and no indentions that's very difficult to understand likely will be trashed in short order.

Mistake #3: Artwork

Flashy and splashy artwork with lots of color and photos can be a big problem. I realize this is counter-intuitive, but most things about direct mail ARE counter-intuitive. Usually what you think will work won’t work. So get used to that idea and you'll be more successful.

The overuse of color and photos simply distracts your reader from the main event of your letter - that being the message and its ask.

Generally, if a package screams "this is fundraising" or "this is junk mail," it's easily trashed.

You want to maintain a sense of mystery as to what's inside. If you remove that mystery, the reader has an excuse to quickly drop your package in the round file.

Bottom line…

Make your packages compelling and easy for your prospect or donor to comprehend so they will be more likely to give you a vote of confidence with their dollars.

© 2021 Allegiant Direct, Inc.