If you're running a nonprofit and looking to get the most out of your fundraising direct mail efforts, you've come to the right place. Let's discuss how to create the perfect direct mail campaign and seamlessly incorporate digital elements like online giving forms to maximize your campaign's effectiveness.
Direct mail fundraising has been a cornerstone of nonprofit outreach for decades. While it might seem like a traditional or even old-school method in today’s digital age, direct mail remains one of the most effective ways to engage donors, especially when you’ve paired it with modern digital fundraising techniques.
Before diving into strategy, we need to address the elephant in the room: is direct mail fundraising still powerful?
The answer is simple — yes.
People love receiving something physical in the mail. There’s a different level of attention given to a well-crafted letter or postcard versus an email, which can be easily buried in the inbox. A recent study backs this up, confirming that 74% of marketers believe direct mail delivers the best ROI, response rate, and conversion rate when compared to other channels, including email.
Now that we’ve established that direct mail is still relevant, let’s get to the fun part: boosting its impact with digital integration. Did you know that nonprofit marketing campaigns using direct mail incorporated with digital media experienced a 118% lift in response rate compared to using direct mail only?
But how do you create the perfect fundraising direct mail campaign that incorporates digital elements? Here are the key steps you should take.
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Before you even think about designing your fundraising direct mail, it’s essential to understand who you’re targeting. Are you reaching out to long-time donors or potential new supporters? Knowing your audience will shape the tone, imagery, and even the type of “ask” in your campaign. Here are a few audience segments and how they might differ:
With a clear understanding of who you’re reaching, your messaging will hit the right emotional notes, ensuring you connect with your recipients on a deeper level.
Fundraising direct mail is no longer just about the mail itself. The goal should be to drive your donors to take action — and nowadays, most actions happen online. Whether that’s making a donation, watching a video, or registering for an event, your mailer should be designed to lead people from their physical mailbox to your digital space.
So how do you do that?
A simple yet effective way to bridge the gap between direct mail and digital fundraising is by adding a QR code. These handy little squares make it easy for recipients to pull out their phones, scan the code, and be instantly directed to your online giving form.
Donorbox gives you a free QR code for every campaign you create. Your QR code takes your donors or potential donors to your donation form or campaign page hosted on Donorbox. It’s simple to use — when you create a campaign on Donorbox, a QR code is generated and added.
Another great way to drive people online is by including a personalized URL (pURL) in your direct mail. A pURL is a unique link that contains the recipient’s name, creating a more personal experience.
For example, instead of sending donors to a generic donation page like www.givetoday.org/donate, you could send them to www.givetoday.org/john-smith. This personalized touch increases the likelihood that donors will visit the page and complete the action. Data shows that direct mail campaigns that use pURLs have a 45% higher response rate compared to those that don’t.
Key benefits of PURLs
Storytelling is the heart and soul of any successful direct response fundraising campaign. People don’t just give to organizations—they give to causes and to the individuals impacted by those causes. Your direct mail should tell a story that moves the recipient emotionally and motivates them to act.
Here’s how to craft a compelling story for your direct mail campaign:
Once your story is complete, include a direct ask, for example, “Will you help us continue this life-changing work? Scan the QR code below to donate.”
Your call-to-action (CTA) is where you tell your donor exactly what to do next. Whether it’s “Donate now,” “Support our cause,” or “Make an impact today,” a clear and persuasive CTA is essential.
Now that you’ve enticed donors to visit your online giving form, the form itself must be mobile-friendly. Why? Because a significant portion of your audience will likely access it via their smartphone, especially if they’re scanning a QR code.
A mobile-friendly form should be:
Donation form Best practices: We’ve taken the guesswork out of mastering your donation in this handy guide!
Social proof is a powerful motivator. When donors see that others are contributing to your cause, they’re more likely to join in. One effective way to incorporate social proof into your fundraising direct mail campaign is by featuring testimonials from real supporters, board members, or beneficiaries.
You can also integrate this concept digitally by:
Once your direct mail campaign is out in the world, it’s time to track your results. Here’s what you should be measuring:
Use this data to refine your future campaigns. For example, if a high percentage of donors are dropping off before completing their donation, it might be worth revisiting the design of your online giving form.
Once your direct mail campaign wraps up and donations start pouring in, don’t forget to thank your donors. A prompt, personalized thank-you message can reinforce your relationship and encourage future support.
Whether it’s a thank-you note in the mail or an automated email triggered after their online donation, expressing gratitude is a crucial part of the fundraising cycle.
Direct mail fundraising is far from dead. In fact, when paired with digital tools like QR codes, pURLs, and optimized donation forms, it can be more powerful than ever. By blending the old with the new, you can create engaging, responsive campaigns that meet donors where they are—whether that’s in their mailbox or on their mobile phone.
With these best practices in mind, your direct mail fundraising campaign can strengthen budding donor relationships.
Donorbox can help you every step of the way. Our powerful CRM makes it easy for you to track, manage, and communicate with donors. Plus, features like peer-to-peer fundraising, our Crowdfunding Platform, and our powerful donation form and donation page builders place robust digital fundraising tools at your fingertips.
Learn about Donorbox’s fundraising features chosen by 80,000+ organizations in 96 countries across the globe. Get started today – for free!
For more tips about donor management, communication, emails, letters, etc., check out the Donorbox Nonprofit Blog. Subscribe to our newsletter to receive a curated list of our best resources in your inbox every month.
Nicole’s professional background is rooted in the nonprofit sector, where she’s honed her skills in communications, marketing, and fundraising. She has extensive experience in various fields, such as social media, content strategy, public relations, and more. Nicole has a deep passion for writing, editing, and gaining knowledge about the many causes that tirelessly advocate for essential societal change.
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Nicole Human