Direct mail clin­ic #1 – All about marketing

John Lepp kicks off the Agents of Good (AOG) clin­ics by explain­ing why direct mail is a phe­nom­e­nal tool for fundrais­ers. In fact, he thinks it is the per­fect way to start a con­ver­sa­tion with your donor and raise more for good caus­es around the world.

Written by
John Lepp
Added
April 10, 2010

In the inaugural session of the AOG free direct mail clinics, John Lepp (joined by Rachel Zant) helps you understand the basics. Yes, these are the foundations and fundamentals that you need before you dive into a direct mail programme at your charity. 

This clinic covers key questions, including: 

  • What is direct response? 
  • Why should fundraisers use direct mail?  
  • How often should you mail your donor?
  • Should you check out the competition from other charity direct mail?

John reminds you that this is not mass marketing – direct marketing/direct response is a one on one conversation between you and your donor.

And in order to create these emotional, beautiful conversations, you have to think about what you said last time you wrote to your donor, consider what you asked for, and recall how you thanked them for the impact of their gift. 

John also encourages you to take time before you start to:

  1. Understand your list – who are you talking to/mailing?
  2. Figure out your offer – what’s the ask?
  3. Consider timing – when will your donor get the mail piece in their hands? 

Ultimately, this introductory session looks at why direct mail is a phenomenal tool for fundraising. There are many donors who love receiving appeals and giving. Direct mail is not dead. It’s just a misunderstood channel for fundraisers. 

So, go on. Go forth, watch clinic #1 by clicking the image below, and get started on creating your next great direct mail fundraising appeal!

Watch AOG direct mail clinic #1 – All about marketing

About the author: John Lepp

John Lepp (he/him) is a fundraiser, designer and donor champion with more than 20 years’ experience working with charities across Canada and around the world. As partner at @agentsofgood, he helps charities tell stories that inspire donors to give, both online and offline. John is a respected and coveted international speaker who has travelled the world encouraging fundraisers be more human and vulnerable with those other amazing humans we call donors. His latest book, Creative Deviations offers plenty of tips for how fundraisers can infuse their storytelling, fundraising and direct response with more creativity.

Recent Articles

Fundraising in India – Exploring why face-to-face continues to grow

As Gather Campaigns work to expand face-to-face (F2F) fundraising in India, Ryan Valasapali and Dominic Will explore the cultural similarities and differences that determine how F2F can grow in new, international markets.

Read more

The Westminster Abbey Appeal

Damian Chapman celebrates the Westminster Abbey Appeal of 1953. A massive £1 million was needed to repair the damage caused by German attacks during WWII, but the Abbey’s appeal started off slowly. Keep reading to find out how the fundraisers involved reached their target.     

Read more

The Aberfan Disaster Memorial Fund – Wales, 1966

Alex Day shares what fundraisers can learn from the Aberfan disaster in 1966. Based on his superb presentation at I Wish I’d Thought of That (IWITOT) 2024, this article explores the tragic landslide in Aberfan, Wales and the bravery of those who stepped up to help.

Read more

Legacies through the lens of faith

In an increasingly multicultural world, how we engage and inspire donors from different backgrounds and faiths is important. This article explores the unique traditions and beliefs that underlie faiths and looks at how religion frames philanthropy.

Read more

As younger donors step up to donate, are charities ready for them?

Younger donors are ready to give to charities, but delivering fundraising messages in the right way could make a big difference to if they choose your cause. Blue State’s Anjali Bewtra shares what fundraisers should consider when communicating with younger donors, as well as examples of charities that are already doing it well. 

Read more

Also in Categories



    

Share