Direct mail fundraising

The 2022 FINZ awards, announced last week, celebrate the very best of New Zealand’s fundraising.

This year’s awards acknowledge ground-breaking innovation and creativity in response to the continuing pandemic, alongside an unbreakable commitment to best practice fundraising and exceptional donor care.

Widely adopted in the US, billions raised worldwide, and a slow uptake in Australia. With the campaign happening this week, we take a look at results and share insights.

Five simple tips for getting the most out of your nonprofit’s newsletter.

Brought to you by Good Works, the Canadian Direct Mail Benchmarks report shows how COVID-19 affected DM results.

Catherine Braybon explains how the international aid charity develops compelling campaigns to inspire support

Eliza Herbert describes how Bush Heritage adapted to difficult times and created its most successful Autumn Appeal

There’s no denying the effects of COVID-19 have been far reaching, but when it came to FY20 tax time, it seems it wasn’t all doom and gloom as first feared.

The future of the Fundraising Institute of New Zealand (FINZ) is under threat. Can you help save the peak fundraising body?

Two of the world’s leading fundraising experts were recently in Sydney for the 2019 Fundraising Forum. Andrew Sadauskas discusses some of their insights.

How to make your direct mail appeals work harder.

FIA Award Winner – Donor Renewal Under $5 million & Most Innovative Campaign

Felicia Setyabudi, Donor Acquisition & Marketing Coordinator at Médecins Sans Frontières, Australia, reveals why it is crucial for charities to maintain their direct mail acquisition channels.

Inspired by a Rudyard Kipling poem, Dan Geaves shares his expertise on what is required to take your direct marketing to the next level without losing touch with the basics.

The most successful direct mail appeal in Peter Mac’s history also kept faith with fundamental fundraising principles, says Carl Young.

Charities can save themselves a lot of money and improve their marketing by making sure their data is up to date and accurate, says Glenn Harrison.

Anthea Iva, the Director of Redstone Marketing, asks fundraisers from three very different charities what they have been doing to improve their direct mail marketing results.

When Lise Taylor caught up with Sally Shepherd, she discovered how Vision Australia’s Lucky Puppy lottery merger has managed to garner great fundraising results.

Mark Sayle explores the evolution happening in people’s letterboxes and offers some tips for improving your own charity’s direct mail response rates.

Mark Sayle explores the evolution happening in people’s letterboxes and offers some tips for improving your own charity’s  fundraising mailouts.

It’s an age-old debate, whether creative really does play a significant role in direct mail responses and results. How are charities testing this, what are they seeing, and how are they using their discoveries to grow? Jodie Dany, the Senior Designer at Redstone Marketing, asks three fundraisers for their perspective.

Rochelle Nolan reveals how Children’s Hospital Foundation dropped the premium from a Christmas 2015 acquisition mailing that has nearly broken even already.

Are your charity’s fundraising results challenged by increased competition and donor expectations? Anil Nair explains how Propensity Modelling can help, by enabling you to target donor communications much more than you can with traditional static segmentation.

Jill Ruchel suggests some surefire ways to make people want to read on in your donor communications.

Jaclyn Moore reveals how the Baker IDI Heart and Diabetes Institute is stewarding donors acquired through direct mail and helping them lift their giving to the next level.

With increased costs and consumer behaviours shifting due to the rise of digital technologies, it might seem that direct mail is like flogging a dead horse. Not necessarily, reflects Anil Nair. Here are his suggestions to ensure your campaigns are effective.

Jill Ruchel explores some elements charities must get right to inspire monthly giving.

Not all fundraisers can afford a professional campaign copywriter. Try these ideas from the writing toolbox of Frank Chamberlin to improve the quality of your donor communications.

 Sean Triner questions the future for direct mail, based on recent analysis of the transactional data of 74 Australian charities.

Anil Nair explores the steps and strategies charities should know before they add e-mail into their direct mail mix.

Lindsay May offers his top ideas for tweaking print and postage specifications for your direct mail in a way that delivers the dollars.

Premium mail packs to cold lists can achieve high response rates. But how do charities manage costs and donor expectations to continue the journey of new supporters acquired this way, and are they giving again if they are transitioned into the regular direct mail program? Anthea Iva asks three fundraisers for their perspective.

Charlie Paterson divulges the secrets of the unaddressed mail campaign that increased awarenessand support for the Royal Flying Doctor Service Central Operations – and won a 2015 FIA award.

Asking donors to ‘invest’ rather than ‘donate’ laid the foundation for WaterAid’s successful May 2014 appeal, Liz Henderson discovers.

Rob Edwards reveals how new Australia Post charity mail categories could lower the costs of posting premium direct mail packs.

Frank Chamberlin shares his suggestions for what should be in the toolbox of everyone who writes nonprofit appeal copy.

Alice Farkas considers the role that timing plays in acquiring new donors, drawing on discoveries made while managing Peter MacCallum Cancer Foundation’s award-winning mail acquisition program.

Susan Fogarty explores how data analysis led to a highly personalised mailing that paid for three new ambulances – instead of just one – for the northern region of New Zealand’s iconic medical emergency services charity, St John.

Effective application of matched giving has allowed CBM Australia to grow its fundraising income. Greg Johnson unpacks its trachoma matched giving appeal and looks at the wider impact on the organisation’s fundraising.

Rachel Crossman describes the pitfalls of ‘dirty data’ and what organisations can be doing to clean up their act in preparation for sending out those all-important tax appeals.

With a highly educated donor base, International Women’s Development Agency used facts and statistics to acquire supporters at tax-time last year. Liz Henderson describes the strategy that saw the organisation win the Fundraising Institute Australia Acquisition Campaign – Division A award.

Becky Calder explains how tailored mail packs and a matched giving arrangement helped Oxfam New Zealand’s 2013 May Appeal smash records.

What are organisations doing differently for their Christmas appeals this year compared with last year, and why? How are fundraisers learning from past failures and successes? John De Rango asks four fundraising executives for their perspective.

Sam Gibbs explores the flurry of generosity inspired by Typhoon Haiyan and whether it could draw support away from charity Christmas appeals.

Need your next appeal to get donations pouring in? Copy that tugs the heartstrings will do it nearly every time explains Frank Chamberlin. Below are his five top tips for writing emotional fundraising letters.

Although Christmas is a time for giving and happiness, many charities risk upsetting the families of supporters who have died. By Jeremy Bradshaw

Compassion Australia lifted its tax appeal income by over 50% to crack the $1 million mark for the first time. Liz Henderson explores how digital integration supported the mail appeal with astounding results.

Organisations might be tempted to write-off the notion of doing a follow-up direct mail campaign, thinking it will save money. But income can spike more than 30% when you send unresponsive donors a second reminder letter, explains Vic Zacharias.

Results are in from Fundraising & Philanthropy Magazine’s 2013 Tax Appeal Survey. Greg Johnson reveals which organisations enjoyed a positive end of financial year appeal.

Following consultation with Fundraising Institute Australia, Australia Post has significantly reduced the increase on charity mail prices this month reveals Greg Johnson.

A shake up in its approach to fundraising campaigns saw Catholic Mission’s September appeal grow by 83%. Silje Lea explains how getting integrated helped the organisation raise over $550,000.

A tailored campaign saw the Exodus Foundation lift its winter appeal income by over 80% to just over $1 million in 2012. Greg Johnson explains why it won the national Fundraising Institute Australia Renewal Campaign – Division B award.

Results are in from Fundraising & Philanthropy Magazine’s Annual Christmas Appeal Survey, with half of the survey respondents seeing growth in their 2012 appeal, reports Greg Johnson.

A database clean-up and improved mailing to fewer donors helped The Chris O’Brien Lifehouse at Royal Prince Alfred Hospital (RPA) double its response rate, increase average gifts and raise over $80,000 more, explains Michelle Turpie.

WaterAid Australia saw great growth in its 2012 tax appeal, despite bringing it together in a short timeframe. Ani Gibson explains how some basic refinements saw the appeal achieve 75% growth in income.

List Factory’s Fusion Exchange data co-operative holds a world of acquisition potential, learns Greg Johnson.

John De Rango, director of Redstone Marketing, asks three fundraisers from different causes to get their perspective.

As Christmas appeal planning gets underway, Sean Triner gives his top ten (or so) tips that will ensure Santa looks favourably on your 2012 Xmas appeal stocking.

Children’s Cancer Institute Australia has embarked on an ambitious, rolling direct mail acquisition program after its donor base contracted by 47%. Karen Foard explains how the organisation has since nearly tripled its active donors through cash-positive acquisition.

Realigning its messaging and ask to supporters has paid huge dividends for BirdLife Australia. Paul Evans explains how these simple changes saw its Christmas appeal grow by over 30%.

While you’re probably busy executing your tax campaign, now is also the time to start planning your Christmas appeal. Sean Triner offers some suggestions on how savvy nonprofits can find fundraising growth under their trees in 2012.

A university-wide approach to its 2011 tax appeal saw the University of Sydney raise $652,286. Ana Gatt explains how a mammoth mailing of 30 different packs achieved a 65% increase in fundraising.

Have you ever sampled your organisation’s donor experience to see how it stacks up? Stephen Mally reveals the findings from his mystery donor study.

A new suppression file will help prevent nonprofits from mailing deceased supporters, saving their loved ones anguish and preventing complaints, learns Greg Johnson.

Segmentation and good use of dollar handles saw Bush Heritage’s 2011 tax appeal exceed all expectations. Alex Monday explains how a strong case for support and utilising donor data helped it raise over $564,000.

Just over $761,000 was raised for St Aloysius’ College’s annual fund in 2011. Murray Happ explains how the Aloysius Annual Fund has grown and changed over the past 13 years.

North Shore Heart Research Foundation’s (NSHRF) last tax appeal has been one of its most successful to date. Amanda Stokes explains how a touching tale, use of multiple channels and consistent branding saw it raise over $280,000.

Sean Triner identifies a valuable but often forgotten segment in your database and suggests how to help these donors realise their full potential.

Derek Glass suggests some different strategies that could reap your organisation a much larger tax return this year.

Experts and leaders give their views on the last 18 months across a range of fundraising methodologies and look to the future as global economic uncertainty casts a shadow over an otherwise resilient economy. Compiled by Greg Johnson.

Are nonprofits doing anything different for this year’s Christmas appeals? How have acquisition campaigns and warm appeals evolved during this competitive fundraising season? John De Rango, director of Redstone Marketing, asks four leading fundraisers to get their perspective.

Asking for another donation in a thank you receipt can be an effective fundraising technique, if done right. Andrew Rogers explains some ways to approach this soft ask.

Data cooperatives have an impressive ability to increase direct mail response rates. Greg Johnson looks at what hurdles can be involved and why they’re worth jumping.

When getting your mail piece opened is half the battle, Leo Orland explains how you can ensure yours is a stand out.

Mission Australia has found that its newsletters are generating more fundraising revenue than some of its appeals! Story by Rochelle Nolan.

Sean Triner reveals that putting more items in your direct mail pack can lead to better donor response rates.

Clarke Vincent suggests five simple tests every charity should run on its cash appeal program.

The use of premiums for direct mail acquisition campaigns is experiencing a resurgence. Rochelle Nolan investigates.

Haley Campbell explains how using a premium mail pack has helped Guide Dogs NSW/ACT acquire more donors.

Rochelle Nolan investigates how MLC School Foundation combined incentives, recognition and a capital ask to achieve a 290% increase on previous direct mail campaigns.

It’s not just about what you say ‘ it’s how you say it. Frank Chamberlin explains why writing to your donors doesn’t follow every rule you were taught at school.

The St Vincent de Paul Society’s 2010 winter appeal raised a record $5.2 million and recently won ADMA gongs. Rochelle Nolan uncovers the secrets to this campaign’s success.

By focusing only on the traditional appeal times around tax and Christmas, Sean Triner says charities are missing out on seven months of the year.

Arthritis Queensland took a radical new approach to its appeals which doubled fundraising income. Rochelle Nolan reports.

A new study shows direct mail is driving more online giving than online communications.

Jeff Brooks examines the two words that have the power to boost or destroy your fundraising messages.

The song ‘Return to sender … address unknown’ is an oldie and a goodie, but for fundraisers these words spell administration hassle and expense. Beau Loughhead shares some best practice guidelines to help reduce your mail return rate.

There are certain immutable laws of fundraising communications that should be ingrained into every fibre of your fundraising and leadership team. Jeff Brooks tells it like it is, and should always be.

Explaining cost of fundraising to the giving public is not only complicated – it is often not a real issue for donors until we nonprofit people make it so! Sean Triner gets agitated about ensuring our focus is on what really matters: net income.

Ever tried building a donations program ‘ for a membership based organisation ‘ in the middle of a recession? The New Zealand Historic Places Trust (NZHPT) did, with much success. Bridget Gerrie outlines the trust’s FINZ award-winning campaign.

After years of banging on about regular giving, I think it is fair to say that many charities now get it – regular giving is the thing to do.

It seems like heresy, but unfortunately too many nonprofits still do not evaluate their direct mail appeals properly, if at all. Vic Zacharias outlines some the key measures to track and how this will improve your performance.

Derek Glass compares and contrasts data cooperatives and list swaps, two emerging sources of acquisition mailing data which are proving valuable for those in the know.

Legacy recently won the 2010 national FIA Award for Excellence in the budget renewal (division B) category for its 2009 ANZAC Day appeal. Corene Strauss reports that data mining, collaboration and a general combined to march Legacy into exciting new territory and a record result.

When the Cancer Council ACT needed to acquire new donors with limited resources it found a great solution in Australia Post’s Acquisition Mail service. Dianne Moir outlines how the campaign unfolded.

Sometimes DM stands for ‘disaster mail.’ Along with insider hints for avoiding mishaps, mail house veteran Lindsay May takes a light-hearted look at doozies that have caused anguish (and amusement) to DM-ers in both the corporate and nonprofit worlds.

In December last year RSPCA NSW opened its first adoption outreach centre at the Rouse Hill shopping centre. Asking donors to support something the organisation has argued against for more than a century was risky to say the least. Paige Gibbs explains what happened next …

Losing your way in the potential minefield of privacy issues? Melina Rohan overviews a fundraiser’s obligations, and offers best practice tips to help your organisation manage this complex area.

Having seen both sides of the business as an agency veteran and a marketing manager, Malcolm Auld ponders the best way to choose your direct marketing creative partner.

Fresh from launching the ‘Heart Savers’ campaign at the Heart Foundation of New Zealand, Bruce Waldin shares his tips on getting a successful regular giving program off the ground.

When Mary Potter Hospice appealed for funds to repair its leaking roof, staff never expected to receive quite such a deluge of support. Kristin Castle, Karen Doucas and Kitty Hilton reveal why their campaign was so effective

The Prospect Shop recently introduced donorXchange, a low cost list-swap network that offers charities a high degree of control. Natalea Iskra reports.

An all-in-one alternative to traditional mail packs, self-mailers have a versatile range of uses for nonprofit fundraisers and marketers. Steve Limbrick discusses the benefits and “how-to’s” of this unique mail solution.

The Coeliac Research Fund’s first direct mail appeal really hit the mark thanks to a fresh message, careful timing, and a strategic partnership. Kristine Ash reports.

Despite the fact that many fundraisers, donors and direct mail experts say they don’t like trawling through long fundraising letters, Sean Triner says they still continue to outperform short letters.

Building an annual giving program from scratch takes time and focus, but the rewards can be worthwhile. Marilyn Rickard traces the journey of annual giving at Ravenswood School.

Digital variable print technology has been allowing charities to ‘talk’ more personally to supporters for some time, but not all nonprofits are taking advantage of the one-to-one approach. Lindsay May outlines some of the important factors in using this technology.

Mail is the preferred form of nonprofit communications, with email fast catching up according to a recently released study on consumer media preferences commissioned by Australia Post. Natalea Iskra reports.

Instilling a feeling of urgency in fundraising asks is a time-honoured tradition. Why? Because it works. Sometimes though we just need to be reminded of this. Sean Triner gives his perspective.

Need a good reason to stop making do with an ineffective database? A more sophisticated approach to data with clever personalisation nearly doubled returns for Sydney’s Exodus Foundation. And the tactic helped the organization win a 2009 national FIA award for excellence to boot! Liz Henderson reports.

Offering a first-of-its-kind self-sealing laser paper that enables nonprofits to create their own reply-paid envelopes in-house, dot2dot Post is revolutionising charity direct mail. Natalea Iskra reports.

With the aim of helping smaller nonprofits achieve cost-effective direct mail campaigns, Mail Makers has recently released DM Easy. Natalea Iskra finds out how this new online concept works.

Tougher economic times are forcing many charities to reassess their donor acquisition programs, but for a small number of Australian nonprofits, declining response rates are not an issue. Derek Glass sheds some light on the little-understood world of data pooling.

Stroke Foundation of New Zealand chief executive officer Mark Vivian recounts how aggressive direct mail acquisition saved an organisation from a seemingly terminal condition. Jo Burrows was there offering life support!

In the never-ending quest to improve response rates and donation income from appeal mailings, Luke Pearsall offers up some tips from hard-won experience.

Despite a deep reluctance to ask its tiny database of members for support, Parkinson’s WA tried a direct mail campaign which smashed all expectations and broke down entrenched attitudes to fundraising. Lee Saunders lived to tell the tale.

The seeds of Bible Society NSW;s record-breaking “Zvox” appeal were sown in the organisation’s shake-up and new approach to donors. Mark Lees takes up the story.

Acquiring new donors is an important part of the fundraising mix for many nonprofits, but every organisation has its own approach. In the first of a new series on donor acquisition, Wesley Mission’s Sharyn Tidswell talks about her organisation’s experiences and strategies.

Ever thought of doing an appeal without a letter? St John Ambulance Victoria took this unusual step to great effect and achieved award-winning results. Gavan Woinarski and Shannon Gilmore report.

Unearthing new bequestors (excuse the juxtaposition) is not easy. However, when the Australian Conservation Foundation rolled out a campaign last year to recruit new bequest supporters, it was mightily happy with the results. Nola Wilmot explains how they did it.

An overhaul of The Taronga Foundation’s database is paying dividends, and Shanthini Naidoo explains that being able to identify potential donors is just one of them.

Imagine if Rupert Murdoch, James Packer, or Frank Lowy rang up out of the blue saying they’d like to give your charity a million dollars. A fundraiser’s dream come true!

In an attempt to rekindle relationships with a long lost supporter group, Spastic Centre NSW developed an innovative dm campaign to Sydney’s Chinese community. Pauline Keyvar and Phil Wilson tear themselves away from Yum Cha to tell us the story.

The Heart Foundation has introduced a new approach to its direct mail campaigns with sterling results. Jennifer Doubell reveals the successful formula that recently saw the organisation win an international award for excellence.

Ray Fewell argues that many nonprofits are very good at “pushing” their appeals at donors, yet few give little consideration to the needs of donors ‘ a key factor in keeping them interested and engaged.

F&P asked a panel of four of Australia’s leading nonprofit fundraisers to “spill their guts” on their donor acquisition experiences and strategies. The result is a fascinating read!

Alzheimer’s Australia (VIC) integrated media support and an innovative creative approach to make a success of their “Rusting Tin Roof” acquisition campaign. Holly Thurman CFRE was the brains behind the appeal.

When it comes to acquisition, some fundraisers swear by the direct mail tradition, others have taken up the baton of the newer “in-your-face” street dialogue methodology. Trish Khoury compares the pros and cons and finds that each has its place.

In an award-winning campaign, The Lost Dogs’ Home used a well-known but under utilised tool to recruit new donors (including bequestors) and unearth valuable information about a pool of warm prospects for future cultivation. Vanessa Byrne explains.

Amnesty International Australia’s “Stop Violence Against Women” direct mail campaign received international recognition in 2005 when it won a silver Echo Award from the Direct Marketing Association. John Burns explains the secret to the campaign’s success was a high degree of personalisation.

Attracting media attention for one of their major awareness raising events had proved elusive for Guide Dogs NSW/ACT. However, as Judith Cantor reports, a new direct marketing technique was tried in 2005 which helped the organisation win the hearts and minds of journalists and dramatically lift exposure.

List brokers are one of the key resources often engaged in direct mail acquisition, but before launching down this path, Lindsay May provides a few pointers in working with them.

Recent developments in technology are providing direct marketers with new and exciting creative possibilities, writes Malcolm Auld.

Recent research by the Australian Direct Marketing Association (ADMA) shows that consumers are generally happy to receive direct mail. However, Rob Edwards warns that potential new legislation and organisations with irrelevant DM offerings may hurt the sector.

Just as our dear Prime Minister likes to say, ‘you can’t fatten the pig on market day,’ so it is with appeal letters.

It’s not every day that an organisation tries something significantly new and different. Even more unusual is an organisation that tries something different and is prepared to share their results, even though those results didn’t meet expectations. Simone Williams takes us for a ride along the sometimes bumpy path of The Cancer Council NSW’s recent […]

In a first for the Cancer Council NSW, an integrated acquisition campaign utilising direct mail, face-to-face and direct response TV is being trialled.

A variety of reasons are quoted for declining response rates to donor acquisition campaigns including: the tsunami, a lack of good lists, elections, the housing boom, and interest rates.

Your next direct mail campaign might have the most compelling copy, innovative pack design, and user-friendly response mechanism, but if it doesn’t arrive in the mailboxes of your supporters all has gone to waste. Ray Fewell runs the rule over mailing houses.

Acquisition mailings incur significant expenses, but Lee Saunders shines a different light on this aspect of dm.

With results from mailing cold lists on the decline, Sean Triner argues that charities and not-for-profits need to consider other avenues, such as charity-to-charity reciprocal mailings, to boost fundraising efforts.