4 Ways To Maximize The Reach Of Direct Mail

We live in a society of instant gratification.  That's why e-mail and other digital means of communication have become so popular.  This has led to the perception that direct mail is yesterday's news.  This couldn't be further from the truth.  Although it may be seen as a relic of the past, direct mail still performs as one of the most cost-effective and wide-reaching fundraising method.

How can you make this very much alive method of communication work for your nonprofit?  The NonProfit Times recently posted a management tip on this very subject.  Here's a sample of the tips:

• Plain Packaging -- Testing shows that the most effective direct mail package for health care consists of four components, a carrier (outer) envelope, letter on foundation or hospital letterhead, reply slip and reply envelope.
• Avoid “Fancy” Packages -- A large package with brochures or other enclosures won’t work well. It will cost more and perform worse. Keep consistent branding a hallmark of the packaging.
• Writing Style -- Remember to keep the language personal, informal and conversational. The copy should be fast-paced, easy to read and concrete.

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