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.