| Want to learn alesson in direct mail fundraising from | | | | towards the campaign, a pledge that is usually |
| Winston | | | | honored by the donor by making a number of gifts |
| Churchill? He once observed that a fanaticis | | | | over a period of a year or two. |
| "someone who can't change his mind and | | | | 21. Congratulatory card: Mailed to donors on the |
| won'tchange the subject." | | | | occasion of the donors' wedding anniversary, birthday |
| A fundraising letterfanatic, of course, is someone | | | | or other special event. |
| who thinks the onlything you can mail a donor is a | | | | 22. Testimonial: Written endorsements from clients or |
| fundraising letter. Butthat's just one of more than 40 | | | | donors or others affected by the work of your |
| things you can mail tomake friends and raise funds | | | | organization, usually accompanying an appeal letter. |
| using paper andpostage. | | | | 23. Plaque: Sent to faithful or particularly generous |
| | | | donors as a sign of your gratitude for their |
| 1. Acquisition package: Designed to attract new | | | | extraordinary support. |
| donors. | | | | 24. Gift catalog: Describing through pictures and text |
| 2. Welcome kit: An assortment of informational | | | | the items that donors can buy from your |
| pieces and a cover letter, mailed to first- time | | | | organization to support your work (a goat for a |
| donors, welcoming them to your organization and | | | | family in India, for example). |
| your cause. | | | | 25. Resource catalog: Describes the books, DVDs and |
| 3. Thank-you letter: The most important letter in | | | | other educational materials that donors can order to |
| direct mail fundraising, and they should never ask for | | | | educate themselves and others about your cause |
| gifts. | | | | and the people you help. |
| 4. Renewal letter: Designed to persuade last year's | | | | 26. Matching gift appeal: Invites donors to give gifts |
| donors to renew their support again this year. | | | | that, collectively, match a large gift made by another |
| 5. Member renewal letter: Mailed by member-based | | | | donor. |
| organizations to members whose membership is | | | | 27. Newspaper clipping: Has your charity received |
| about to expire and must be renewed. | | | | favorable press recently? Mail a copy of the article to |
| 6. Reminder letter: Mailed a few weeks after your | | | | your donors (with the newspaper's permission). |
| appeal letter, encouraging donors who have not | | | | 28. Quiz: Do you want to stir the imaginations of your |
| responded to give. Popular at year-end. | | | | donors, particularly if they are under the age of 12? |
| 7. Lapsed donor recovery letter: Mailed to donors | | | | Mail them a quiz that gets them thinking about a vital |
| who have not given a gift in 12 months or more, | | | | subject (climate change, poverty, nuclear war, |
| inviting them back on the train. | | | | homelessness, for example). |
| 8. Monthly donor conversion letter: Mailed to annual | | | | 29. Factsheet: Sometimes you need to give your |
| donors (those who respond to your annual appeals), | | | | donors statistics and facts and figures, maybe even |
| inviting them to join (convert to) your monthly giving | | | | a history of your organization. Put these into a |
| program. | | | | factsheet. |
| 9. Special appeal: Mailed during the year to raise funds | | | | 30. Special report: Dealing with a hot and timely topic |
| for a special cause, often an emergency, such as a | | | | that will galvanize your constituents. |
| natural disaster. | | | | 31. Calendar: Special calendar that highlights special |
| 10. Year-end appeal: Letters that capitalize on the | | | | events of yours and days during the year that are |
| year-end tax advantages and "spirit of the season" | | | | of interest to you and your donors. |
| of Christmas. | | | | 32. Special event teaser: Postcards or other short |
| 11. Upgrade letter: Appeals that invite donors to | | | | notices that pique the curiosity of your supporters |
| increase the dollar amount (and sometimes | | | | about upcoming events. |
| frequency) of their gifts. | | | | 33. Photographs: Mailed to donors to show the |
| 12. Donor club invitation: Letters that invite high-dollar | | | | before-and-after results of their generosity. |
| donors to join a President's Circle or other exclusive | | | | 34. Premium: Return address labels, notepads and |
| donor group. | | | | other incentives designed to persuade the recipients |
| 13. Legacy gift prospecting letter: Mailed to a select | | | | to donate. |
| group in your house file, asking if they are interested | | | | 35. Freemium: Items enclosed with a direct mail |
| in making a planned gift (bequest, charitable | | | | appeal that have no intrinsic value, but help you |
| remainder trust, and so on). | | | | communicate your appeal in a tangible, memorable |
| 14. Special event invitation: A card or letter inviting | | | | way. A hospital, for example, might enclose a |
| donors and potential donors to a golf tournament, | | | | facsimile of a patient bracelet once worn by a young |
| banquet, concert or other fundraising event. | | | | cancer survivor. |
| 15. Newsletter: Sent to current donors to inform | | | | 36. Involvement device: Scratch-off cards, |
| them of how your organization is using their | | | | checkboxes and other devices that involve the donor |
| donations to change the world. | | | | in meaningful ways and encourage a donation. |
| 16. Annual report: Usually mailed to major donors, | | | | 37. Brochure: Shows in pictures and words what you |
| loyal donors and donors with influence. | | | | cannot discuss in the body of your letter. |
| 17. Survey: Designed to solicit the opinions of donors | | | | 38. Reprint: Has your CEO just given a speech to the |
| and prospective donors. | | | | United Nations? Transcribe the speech and mail it to |
| 18. Petition: Mailed by advocacy organizations | | | | your donors (assuming your CEO is a dynamic |
| (Amnesty International and Mother Against Drunk | | | | speaker, of course!). |
| Driving, for example) to donors, inviting them to | | | | 39. Progress report: Mailed to donors, usually major |
| complete and mail the petitions, usually to a person in | | | | donors, who have designated their gifts to a |
| federal government. | | | | particular project, and who need to be kept informed |
| 19. Member-get-a-member letter: mailed by | | | | about your progress with their money. |
| member-based organizations, inviting members to | | | | 40. Follow-up note: Mailed after you've phoned your |
| recruit new members to the organization. | | | | donor or made a personal visit, usually to thank the |
| 20. Pledge appeal: Usually sent during capital | | | | donor. |
| campaigns, these appeals ask recipients to pledge a | | | | 41. Income tax receipt: The more of these you have |
| larger-than-normal gift (for the donor, that is) | | | | to mail each year, the better, right? |