Why nonprofits can't cut corners on direct mail
8/6/2001
What really matters in direct mail? Author Kay Partney Lautman gets to the bottom of this question in her new how-to book targeted at nonprofits bent on grabbing the largest returns from direct mail fundraising. By focusing on five key areas—defining and carefully targeting your audience; creating a basic membership offer; writing the best copy; highlighting format and presentation; and offering targeted premiums and benefits—nonprofits can compete for the attention of busy, distracted donors. Lautman's brand of fundraising is not for the fainthearted: she counsels spending at least an initial $35,000 (to send out a mailing of 75,000 items). The hoped-for reward is increasing the donor list, not necessarily making a net profit on the first mailing. Lautman advises that even nonprofits can't afford to cut corners or costs.