If you are running a direct mail campaign and sending appeals to your current donors, you are likely sending several fundraising letters throughout the year asking for money. But did you know that you should also send a few mailings that don’t contain an Ask for a gift?
A mailing without an Ask, or a non-Ask mailing, is an important part of your overall direct mail campaign. A non-Ask mailing helps build trust with your donors and shows them that you aren’t just always coming around with your hand out. It demonstrates your desire to communicate with the donor and it shows that you view them as more than just a checkbook.
If you ask for something in every mailing, your donors may become tired and might start avoiding anything with your return address. The last thing you want is for your donors to stop opening mail from you!
A carefully thought-out direct mail plan should contain appeals that are well spaced throughout the year and should include at least two non-Ask mailings. Here are some examples of things you can mail to your donors that don’t contain an Ask for money:
• Holiday card
• Valentine’s Day card
• Annual Report
• Gift Summary report for tax purposes
• Hand-written Thank You note
With a little brainstorming, you can probably think of other non-Ask mailings that you could send that are more specific to your organization.
A donor is not an ATM machine and good fundraising professionals know that. By sending non-Ask mailings, you are showing respect to the donor and their support of your organization.
Sandy,
You’re right on target. So often donors (or prospects) report in that orgs are in touch only when asking for money. No one likes that — whether it’s coming from a brother-in-law or the March of Dimes.
Two alternatives to add to the schedule are updates on what donations are funding and thank yous.
Keep up the great work!
Nancy
Thanks Nancy!
Sandy
As a business owner, those organization that come to me with a plan that is win-win-win between the organization, the business and the customer… I listen.
“10 Magic Marketing Tips” has examples that have helped make money. http://www.magicmarketingtips.com
I like your blog and thoughts… I have subscribed via RSS.
Mike
Nice posting Sandy and I heartily concur! The key lies in your organization’s commitment and consistency to systems.
One of my clients has been sending out a non-ask newsletter 6X a year for 20something years. Not surprisingly they have the most bequest gifts of any small organization I have worked with. Clearly this simple technique has paid off in spades.
Great story Pamela! Thanks for sharing.
Sandy