Direct Mail Fundraising: Strategies & Templates to Integrate In Your Fundraising Plans

Direct mail fundraising remains a powerful tool for nonprofits to reach potential donors and convey compelling messages. When it comes to raising funds through crypto, stock, and donor-advised funds (DAFs), it's essential to tailor your direct mail strategy to address these unique giving options. This guide covers how nonprofits can create effective direct mail campaigns to attract new donors and engage current ones.

Types of Direct Mail Fundraising

Letters: Personalized letters sent to potential and existing donors.

Postcards: Short, impactful messages designed for quick reads.

Newsletters: Regular updates that include donation appeals.

Brochures: Informational pieces that outline giving options and benefits.

Greeting Cards: Seasonal or occasion-based cards with donation requests.

Self-Mailers: Brochures or letters folded and mailed without an envelope.

Catalogs: Comprehensive guides to donation options and nonprofit programs.

Best Practice Strategies

• Maintain Consistency: In every direct mailer'whether programmatic or for fundraising'always include a brief mention about giving opportunities.
• Include a Strong Call to Action: Encourage immediate action with compelling language.
• Show Impact: Use stories and statistics to demonstrate how donations make a difference.
• Use Visuals: Incorporate images and graphics to make your mail visually appealing.
• Highlight Tax Benefits: Emphasize the tax advantages of donating crypto, stocks, or through DAFs.
• Use A/B Testing: Experiment with different messages, designs, and formats. Track the success of each campaign to learn what works best.
• Leverage Multichannel Strategies: Combine direct mail with digital channels like email, social media, and your website for a cohesive campaign.

Sample Language Templates

Crypto Donation Ask

• Headline: "Transform Your Cryptocurrency into Real-World Change"
• Body: Did you know that your cryptocurrency holdings can make a significant impact on [Nonprofit Cause]? Donating crypto is a tax-efficient way to support our mission. Learn more about how easy it is to give crypto and transform lives.

Stock Donation Request

• Headline: "Double Your Impact with Stock Donations"
• Body: Your appreciated stocks can go further than you think. By donating stocks, you avoid capital gains tax and provide immense support to [Nonprofit Name]. Visit [Insert Stock URL] to learn how you can contribute today.

DAF Contribution Appeal

• Headline: "Amplify Your Giving with Donor-Advised Funds"
• Body: Donor-advised funds offer a convenient way to support [Nonprofit Name] while maximizing your tax benefits. Recommend a grant from your DAF now to help us continue our vital work.

General Appeal to Current Donors

• Headline: "Your Continued Support is Crucial"
• Body: Your generosity has made a difference in [Insert Impact]. We invite you to continue supporting our cause by exploring new ways to give, including crypto, stock, and DAF donations." [Insert Ways to Give URL]

General Appeal to New Donors

• Headline: "Join Us in Making a Difference"
• Body: At [Nonprofit Name], we're dedicated to [Cause]. You can support us in innovative ways like donating cryptocurrency, stocks, and donor-advised funds. Your gift can change lives.

Follow-Up Thank You Letter

• Headline: "Thank You for Your Generous Donation"
• Body: Thank you for your recent donation of [Donation Type]. Your support helps us achieve [Specific Program Impact]. We look forward to your continued commitment.

Year-End Giving Reminder

• Headline: "Maximize Your Year-End Giving"
• Body: As the year comes to a close, consider making a donation of stocks, crypto, or through your DAF. Your contribution is crucial to our mission, while offering significant tax benefits for you.

Impact Report with Donation Appeal

• Headline: "See the Impact of Your Support"
• Body: Your contributions have helped us [Insert Impact]. To continue progress, we invite you to donate stocks, crypto, or through your DAF today.

Postcard for Stock Donations

• Headline: "Support [Nonprofit Name] with Stock Gifts"
• Body:Turn your appreciated stocks into life-saving support for [Nonprofit Cause]. Visit [Website] to learn more.

Brochure Highlighting Giving Options

• Headline: 'You Have Multiple Ways to Champion [Nonprofit Name]"
• Body: Explore non-cash giving options like crypto, stocks, and donor-advised funds. Each method offers unique benefits and maximizes your impact.

Direct mail fundraising is a powerful way to connect with donors and encourage them to support your nonprofit through various means. By understanding the different types of direct mail and following best practices, you can create effective campaigns that resonate with both new and current donors. Use the sample templates to craft compelling messages that inspire action and amplify your nonprofit's mission.