If you want to be fully funded you need to learn how to use direct mail to increase giving!
If it ain’t broke don’t fix it. Remember that old saying? When it comes to raising funds we would do well to remember that. The things that worked “back in the day” still work today. For instance though I stress digital giving the offering plate is still the number one collection point for churches. The same is true when it comes to direct mail what I affectionately call snail mail. As we think about building out plans to increase your giving don’t forget a plan for direct appeals.
Direct mail is still by far the number one means by which charities raise funds. This fact may change soon but right now charities know snail may is not broke so they are not attempting to fix it by moving totally to digital platforms. Your church should utilize this long effective means of raising money.
Don’t just send out letters have a plan! Most churches if they do mail our direct appeal letters have no plan behind those sends. Without a plan driving each “ask” you run the risk of simply wasting time. So, let’s focus upon a plan for direct mail.
Monthly vs Seasonal? First let me state you need to decide the timing of your sends. I have had clients that wanted monthly letters focusing upon giving and others that only want seasonal. You have to determine what works best for you. I think the answer depends upon what else you send out and by what means. For now let me focus upon the key times you should consider direct mail letters.
When to send direct mail to your donor base. The following are great times to send out direct mail. Each letter should also contain a self-addressed postage paid envelope for ease of use. Here is my basic plan of direct mail sends…
- End of year appeal – This should be sent right before Thanksgiving.
- Quarterly giving statements – I prefer snail mailing statements as it allows you to insert a thank you letter. Remember expressing thanks is the best reminder to give.
- Summer giving appeals – I like to send one in early May, one in mid-summer and one in mid-August.
- Inclement weather appeals – If you live in the Snow Belt it is not if you will have a canceled service but when. So, prepare a letter to be ready to hit the mail boxes of your members. The USPS runs in snow, sleet or rain!
- Special occasions – By this I mean times like Easter or other times when you have a special missions or ministry initiative that would be an easy appeal for donors.
- Thank you letters and notes – I recommend first time givers get a thank you letter from you within 48 hours of their gift. I also recommend you send hand written thank you notes periodically to your top donors throughout the year.
Follow these basics of a well written letter…
- Keep it short and to the point.
- Focus upon these points, crisis, need, ask and thanking them for considering a gift.
- Write a compelling first sentence and paragraph stating the crisis and need.
- Make the “ask” boldly early in the letter.
- Use bold and underlined type to increase readability.
- Always include a PS. Most of my letters have a PS explaining how to give online.
Follow these simple steps to begin your plan for direct mail and you will see checks in the mail!
Mark Brooks The Stewardship Coach
Want help with your giving letters? I advise and edit all my clients letters they send to me. It costs them $1 a day. To try my system for 14 days for $1 go to, $1 14 Day Offering Talk Trail