Smart ideas delivered every other Tuesday from Hartsook Companies, Inc.

February 12, 2008

Whether we're talking about a donor who writes $10 checks or one who contributes thousands each year, the odds are great that their introduction to your organization began at their mailbox.

Here are five key components to ensure your next direct mail campaign is fabulous - not a flop.

1. Determine your audience. Junk mail is any mail sent to the wrong person. If you are renting names, choose an experienced list broker specializing in fundraising and build a demographic model that matches your typical donor. If you are using your own database, select donors using the knowledge you have collected. Which programs interest them? When do they give and how often?

2. Create the message. Curiosity gets people to open a package - design one that stands out in the mailbox and attracts interest. Make the copy personal. Picture who you are writing to, and talk to that person in a warm, friendly way. Tug at the heartstrings.

3. Save postage. The more work you do for the postal service, the bigger your postal discount. Follow the postal service's rules for address standardization, presort your mail and keep current with National Change of Address. A helpful representative at the United States Postal Service can, and should, become your best friend.

4. Measure your results. Develop the measurements that are right for your organization and your fundraising goals. Consider response rates, net income, cost per dollar raised and donor lifetime value.

5. And most important - say THANK YOU! Thank your donors promptly and sincerely. Recognize milestones such as increasing their gift or reaching five or ten years of consistent giving.

Remember, direct mail has the power to transform total strangers into loyal friends. Make it a key component of your fundraising plan.

Another Smart Idea...From the Hartsook Best Practices Collection^SM

"Create Young Philanthropist Awards to encourage gifts of time, talent and treasure among the younger generation." - Sue Watts, St. Vincent Hospital (Green Bay, Wisc.)

If you are interested in Best Practices and smart ideas, see these additional resources from Hartsook Companies:

• "Fundraising Magic - 33.5 Strategies for Turning Board Members into Money Makers" by Robert G. Swanson (2007, ASR Philanthropic Publishing). This book shares proven strategies you can implement immediately to give Board members the confidence and tools needed to cultivate donors, solicit gifts and strengthen your organization's position in the community. To order this book, follow this link http://www.ASRpublishing.com.

• "Reality Fundraising: Proven, Practical Ideas for the Enlightened Fundraiser" by Bob Hartsook (2005, ASR Philanthropic Publishing). The book features great ideas, insights and lessons learned through hundreds of best practices from nonprofit professionals nationwide. To order the book, follow this link http://www.ASRpublishing.com.

• "Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union.

• "Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas.

For a free copy of "Best Practices Coast to Coast^SM" or the "Hartsook Best Practices Collection^SM", please email Tammy Weinman, tammy@hartsookcompanies.com, or visit our web site at http://www.hartsookcompanies.com/bestpractices2.shtml. We also invite you to contribute your own best practice by emailing Tami Druzba, tami@hartsookcompanies.com.

Interested in Speakers?

Hartsook consultants are available to speak to your organization on a variety of topics. To read more, visit http://www.hartsookcompanies.com/speak.shtml or email Tami Druzba at tami@hartsookcompanies.com to discuss the possibilities.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 1,500 fundraising professionals bi-weekly. We welcome your contributions or comments. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Tammy Weinman, tammy@hartsookcompanies.com. You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.