Walker360 assisted the Foundation with a direct mail piece that was intended to promote the Kidney Walk and encourage supporters to donate. Direct Mail is a powerful fundraising tool, and we always advise our clients to follow the 40/40/20 rule on a direct mail marketing campaign by focusing on the quality of the list, the content or offer and the overall presentation.
The list: the mailing list was compiled by merging three different lists. The first list was provided by Jim Wilson, the Honorary Chair for the 2020 AKF Montgomery Kidney Walk, which consisted of his personal acquaintances and business associates. The second was a membership list from a non-profit organization that Jim Wilson is involved in. And the third list was from the AKF. The final mail count was 3,780 pieces.
The content: non-profits like the AKF, are not selling a product or service which makes it impossible to do a strong “offer”. Instead, they must use compelling content and benefits to engage their audience. This piece consisted of a compelling “ask” by using a strong personal appeal from the Honorary Chair himself that explained the great work that the foundation does and encouraging people to donate.
The presentation: The envelope utilized a “teaser” which was printed in color on the front to increase the open rate. The contents consisted of a personalized letter printed in color with a direct appeal from the Honorary Chair. The letter had a tear off with suggested donation amounts and additional methods to donate and/or support the Foundation. A reply envelope was also included in the mail piece to encourage immediate action.