Would you like to double the results from your direct mail direct mail appeal?
Do you wish you could raise more money – much more money – through your fundraising letter?
Would you like to start using direct mail at your organization, or supercharge your current direct mail fundraising program?
If direct mail isn’t playing a role in your overall fundraising strategy, it should be. According to The Next Generation of American Giving, Blackbaud’s report on generational giving habits, “direct mail continues to be the workhorse.” In fact, “93 percent of individual donations still come through traditional offline channels.” Even millennials are responding to direct mail in record numbers.
If you’re not using direct mail to acquire, maintain, and upgrade your donors, you’re leaving money on the table.
Now just in time to help you create your direct mail direct mail fundraising package comes Direct Mail Masterclass | Basics & More™, my four-week class created to make your experience writing, designing, and mailing your organization’s direct mail fundraising letter as seamless and foolproof as possible — resulting in your most successful campaign ever.
Direct Mail Masterclass | Basics & More™ is an online class, delivered entirely via email. In addition to the course syllabus and special bonuses, you’ll also gain access to our Private Facebook Group where you can ask questions, share your own examples, and get feedback.
Each week, you’ll receive comprehensive guides to the topic of the week that you can read on your computer, smartphone, tablet or e-reader, or print out to read at your convenience. Each guide contains 5–15 pages and presents everything you need to know to dramatically increase your organization’s direct mail fundraising revenue.
Don’t worry if you’re not technologically savvy. We’ll include information on how to download and read/listen/or watch the course materials for all class participants.
Week One – Direct Mail Fundraising, More Relevant Now than Ever!
You’ve no doubt heard the repeated refrain that “Direct mail is dying,” and online giving is all the rage. While it might seem confusing, it simply boils down to this: yes more and more donors are making their donations online. But they’re still arriving at your website via your letter.
In Week One, you’ll be learning why direct mail still matters, the secrets to understanding your target market, and how direct mail guru Mal Warwick’s techniques work in a small shop.
Week Two – The Secrets to Writing a Donor Centric Appeal Letter
Are you sharing your organization’s story in a way that draws donors into the story — and compels to give? In Week Two: The Secrets to Writing a Donor-Centric Appeal Letter, you’ll learn
- The power of one
- What Green Eggs and Ham has in common with your nonprofit appeal
- How to make your donors feel like heroes
- Secrets to delighting and inspiring your supporter base
Bonus: Cheat Sheet: 20 power phrases that that will make your donor feel like the hero of your fundraising direct mail
Podcast: 7 Advanced Direct Mail Copywriting Strategies
Week Three – Donor-Centered Design – On a Budget
- How can you ensure the your donor even OPENS your envelope?
- What’s a lift note?
- What mistakes are you making on your reply device?
- Are premiums worth it?
Your direct mail appeal is more than just a letter. How do you create a direct mail package that works for your donors – and your budget? How do you create envelope teasers to ensure that YOUR envelope gets opened? In Week Four: Donor-Centered Design – On a Budget, you’ll learn classic direct mail techniques, along with a few secrets I’ve picked up along the way.
Week Four – Segmentation and Your Donors
Mal Warwick reminds us that: “segmentation is based on one simple truth: some
people give more money than others.” How did I turn a tiny donor database of less than 500 records into eight separate segments – and more than double revenue? In Week Four, you’ll move beyond the donor pyramid and learn the secrets of small shop donor segmentation.
Are you considering a new donor acquisition campaign? Learn the pitfalls of renting an outside list in our Bonus Guide: The Complete Guide to Direct Mail Prospecting for Non-Profits and The 4 Biggest Mistakes Non-Profits Make When Prospecting Through the Mail.