A Fantastic Mid Value Direct Mail Pack Dissected
Sean Triner
Founder – Moceanic ? Fundraising Expert ? Nonprofit Coach ? Charity Board Member
Would you feel special if you got this pack!?
Direct mail is the largest source of mid value donors for most charities.
If someone sends $500 in response to a direct mail asking for $35, we should stand up and take note. Maybe we should even call, invite them to an event or special club, or engage beyond direct mail.
This would undoubtedly raise more money than just another direct mail, but the fact is not all of them will respond to such an invite. And many charities don’t have the resources to elevate the relationship beyond direct mail.
So what to do?
Brilliant mid-value direct mail is the solution.
If you want to see a great example of such a pack, then please check out a guest article by Ruthann Richardson from Pareto Fundraising on my blog. She shows a pack (in its entirety) and why it is her ‘Favourite mid value pack’.
I will be featuring more such initiatives in my upcoming free webinar with Roger Craver later this month. You can get the details here.
Founder – Moceanic ? Fundraising Expert ? Nonprofit Coach ? Charity Board Member
8 年Thanks Clive. I think one of the problems is that the charities often assume 'big' donors should all get relationship managed, and 'mid' ones not. But in reality, most donors over say $25k won't actually meet up, and some donors 'down' at $1k are worth the cost of meeting. If you can be cost effective in how you meet. I will talk a little more about that in the Maths of mid value donors webinar. https://www.seantriner.com/2016/05/the-maths-of-mid-value-donors.html Sean
Founder – Moceanic ? Fundraising Expert ? Nonprofit Coach ? Charity Board Member
8 年Thanks Heather. Mid Value can really be the missing link! In actual fact, growth in mid value is greater than growth in Major major donors for most charities here in Australia.
CEO and Director at Giving Architects Australia and Giving Architects New Zealand
8 年Thanks Sean for sharing Ruthann's unpacking of such a great pack! I totally agree that major gifts and bequests are a significant current opportunity for many charities. The giant gap most charities create between their direct mail relationships and major donor relationships/aspirations is often very difficult to traverse. Developing and nurturing these mid-level donor relationships is critical. We have found that personal visits to discuss two or three components of the work undertaken by the charity not only warms the relationship very quickly but also identifies the real interest the donor has in the mission and the motivation for their giving in the first place. However, as you point out, personal visits are not always possible. These mid-level donor packs are an excellent alternative and in this case was clearly effective.
Head of International Philanthropy - Chapel & York, Q3 Leadership Coach, AFP Master Trainer
8 年Outstanding, Sean! We try to encourage our clients here in the US to test similar packages with current and prospective mid-level donors. Amazing what that extra touch and care can do for donor relationships...not to mention the exponential impact on mission when it's done well!