Unsticking Your Campaign Series: Tip #2

Tip #2: Personalized Mailings for Gift Officers 

In this special “Unsticking Your Campaign” Series, we will focus on practical ways to “unstick” campaigns that may be on hold.

Major gifts are responsible for a large percentage of meeting an organization’s fundraising goals. In fact, 53% of nonprofits in 2015 considered major gifts to be “absolutely vital” to their fundraising strategy.1

But how does that translate to the current fundraising climate? Many organizations and individuals are struggling in the wake of the pandemic and subsequent economic turmoil. Additionally, major donor visits have been cancelled, and there are only so many emails, calls, or virtual meetings that can be initiated without seeming intrusive. Not only that, but virtual outreach is becoming so commonplace and impersonal that many people are starting to tune it out. (See our previous blog post that references “webinar fatigue” for more information.)

Like all of us, donors are now at home wondering how they can make an impact. The solution: sending a highly targeted, personalized direct mail piece from a gift officer.

You don’t have to take our word for it, though. Decision Marketing2 shares these stats that reveal how customized direct mail can break through the coronavirus clutter:

  • 40% of people say they display mail they have received for an average of 17 days in their home
  • 24% of people value something they can see and touch (as opposed to just see)
  • 38% of mail recipients say that the physical properties of their mail influences how they feel about the sender
  • 2 million people are waiting at home for a distraction to come through their mailbox!3

Connecting with your donors doesn’t have to be difficult. A little thoughtfulness will go a long way, even during non-pandemic times. For max effectiveness, focus on creating messaging that will assuage your donors’ concerns and clearly explain the value of their contribution.

What do you think about our second tip in this “Unsticking Your Campaign” series? Connect with us and let us know. We’d love to hear your feedback.

Sources: 1 = Give Gab

2 and 3 = Decision Marketing


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Christina SullivanChristina Sullivan is the former Marketing Manager at BCG Connect. She established informative content for fundraisers on the benefits of direct mail.