How to Use the Power of Direct Mail

Sustainer Member Essentials

DIRECT MAIL WORKS

While snail mail may not generate the high responses it once did in the pre-digital communications era, a well-run direct mail program can still net significant revenue, and serve as a primary driver of higher member-retention rates and new-member acquisition.

What direct mail can do for your program Deliver positive net revenue Deliver more donors who stick with your station longer at an efficient cost (year-over-year retention from direct-mail donors is typically more than twice as high as on-air, non-sustainer donors) Reach a prime public-radio fundraising demographic that still reads and responds to mail Most stations are not maximizing the true net value of their direct mail programs, in large part because of the budget…

Pillars of successful direct mail

  1. Strategy
  2. Content/brand/public radio passion
  3. Execution

Style Fundamentals

  1. Make it personal and conversational.
  2. Tell a story.
  3. Always about “you” and “yours,” not “we” and “us.”
  4. Never write “we need.”
  5. Tell, don’t ask. Use questions only rarely and purposefully.
  6. Employ emotion; talk to the heart.
  7. Be rational; prove the case.
  8. Accentuate the positive. Tell the reader what their money will do.

Technique Fundamentals

  1. Be direct. Say “when,” not “if.”
  2. Have a hook.
  3. Show urgency, “now.”
  4. Define a specific need.
  5. Ask often and clearly.
  6. Ask for a specific amount.
  7. Offer tangible benefits (excellent programming counts).
  8. Close the sale.

Design Fundamentals

  1. Clean and economical
  2. Short paragraphs and simple sentences
  3. Strategic use of bold and underline
  4. Simple envelopes and teasers
  5. No four-color design
  6. Readable type: 12-point or larger (remember old eyes!)
  7. Personal, important look
  8. One signer only

Check out other direct mail resources from Greater Public.