Direct Mail, stewardship

The Best Nonprofit Direct Mail Pieces

Tis the season for your year-end appeal… it is the most wonderful time of the year to fundraise. Below are the 10 MUST DO key elements of a year-end appeal.


#1  Compelling story in the letter about a recipient of your organization’s services.

SD Public Library Direct Mail Success Story

#2 Eye catching facts and figures since most readers will simply skim the letter, highlight what you want them to actually read.

YWCA Direct Mail Letter with graphic

#3 Let donors know the specific item of support the donation amount will go towards.

SD Rescue Mission Donation card monthly giving option

#4  Suggested donation amounts, last donation made and amount + $1 for $1 donation match.

CA Women's Foundation Challenge Donation card monthly giving option

#5 An opportunity for the donor to give ongoing through a monthly contribution.

SD Library Donation card monthly giving option

#6 Offer the donor an opportunity to make a donation on behalf of another person as a gift.

Screen Shot 2015-03-02 at 12.08.34 PM


#7 Link to 0rganization’s donation web page because so many donors give online – even in response to a direct mail appeal that appears in their snail mail.

  Screen Shot 2015-04-28 at 2.03.48 PM

#8 Envelope addressed to nonprofit for donor to return their donation card and check/credit card number

  MCA Donation Return Envelope copy

#9 Clever statement on the outside of the envelope to get the recipient to open the letter.

SD Public Library Direct Mail Exterior Envelope copy

#10 A thank you donation receipt with a compelling story about how the donor’s gift is going to great use as well as form to be used for tax purposes.
E&CO Donation Receipt

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