Getting Started

In considering a brand new program, the first place to start is with a question: Is direct mail right for you?

Despite so many benefits, not every nonprofit should undertake the long-term commitment – and investment – necessary to launch a full-fledged program.

Certain factors make success much more likely. For example:

• Your programs serve a major metropolitan area or region – or even the entire U.S.
• Your mission appeals to older individuals – and those with some disposable income.
• Your services have a broad appeal – assisting, for example, children or the elderly. If you are a “tough sell” – say, The Fund for Subway Rodents – be honest. Knowing your marketing limitations is important.
• Your mission touches thousands – if not tens of thousands – of lives a year.
• You have at least $35,000 to commit to launching a full-scale test of direct mail.
• You truly understand that it may be three or five – or even more – years before your program turns a profit. And your board will understand too.

If you can answer “yes” to most or all of these questions, then congratulations! You are an excellent candidate to put this powerful medium to work.

Now you need to evaluate the basis of your successes in other aspects of fundraising and marketing – and focus on what messages to develop in your direct mail packages, which geographic areas to target, and the timing that makes the most sense for you.

And you must consider whether you have the staff and expertise within your organization to create and execute an effective campaign – or whether you need the help of outside consultants or an agency.