Year End Appeal 2012: Less is More

This year, my best advice to my clients regarding their year end direct mail is: less is more.

I’m encouraging them to pull back on the massive mailing and just focusing on the people who actually give. A smaller mailing not only saves money, it allows you to personalize your appeals. I also am encouraging the use of email appeals to save money on the cost of printing and mailing letters.

Year-End Appeal Check List:

  • If you want to send to your entire database, send an email instead of a physical letter
  • For those consistent donors who need a physical letter (like your older donors), send one with a handwritten note
  • Include a personal story with a photo of the person you are telling the story about
  • Don’t send a long list of the things you accomplished this year or list all the programs
  • Do share the impact you have made with your program

Less is more.


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