The Four “Golden Rules” of Major Donor Direct Mail
Posted on Tue, Sep 14, 2010
By Annie Hughes, Vice President of Client Services
A robust major donor direct mail giving program can generate a bounty of $1,000+ gifts for your organization. But a successful leadership giving program does not run on auto-pilot. Simply rolling your higher dollar donors into a traditional low dollar mail track and not treating them like the VIP’s they are, is a missed opportunity to further engage and bond these leadership donors to your organization.
These are some of your best donors, so it is critical to treat them well and to remember their special status within the organization. For these leadership donors, the golden rule “treat others as you would like to be treated” definitely applies, but there are four other “Golden Rules” of major donor direct mail solicitations that should also be kept in mind while crafting your organization’s direct mail strategy.
1. Develop Personalized and Enticing Packages. When developing packages for leadership givers, you must always keep in mind your audience. These packages should be high touch and personalized with an exclusive feel. They should convey a perceived level of “access” that these individuals have achieved because of their level of commitment by using techniques that make these packages appear that they were put together especially for that individual - not mass-produced.
2. Make An Appropriate Case for Giving. With major donor packages, you aren’t asking someone to make a $25 gift to support your cause, and the case for giving should be tailored appropriately for a larger ask amount. Your letter is asking this audience to make an investment in the organization and it is critical that the donor feel that their contribution will allow them to take a leadership role in moving your cause or project forward.
3. Don’t Throw Out Good Low Dollar Package Ideas. Many successful low dollar concepts can be adapted for a major donor audience with the appropriate copy and package tweaks. It is important to remember that creative concepts and messages that connect with the low dollar audience may be a good fit for major donors as well, as long as the messaging and packaging is altered to match their commitment level to the organization.
4. Everyone Loves a Present. Many direct marketers employ premiums for their low dollar donor audiences, but high-end premiums, both back and front end, can be a successful tool in motivating major donors to give or to upgrade their giving. High quality premiums such as a nice blanket, clock, or bar glasses can be an enticing offer for a leadership donor who is proud to be a member of your organization’s exclusive leadership giving club.
What are some other ways you engage your major donors and make them feel connected, involved, and like VIP’s?
