How Can My Direct Mail Attract More

Online Donors?

How can my direct mail attract more online donors?

Chances are good that you can do more to enhance online giving with

what you already have

…and when you DO, you’ll be able to make a much stronger case to bring more resources on board to boost

online giving even further!

In the following mail samples

Which ones…

• Require the least effort?

• Have the easiest to remember hyperlinks?

• Are easiest to read?

This requires the donor to go to the home page, select between a <donate> and <membership> link (confusing). After choosing the correct <membership> form, the mail recipient sees different amounts listed online than what is on this mailing. Also, they are asked to enter a separate code that doesn’t get them a different rate, as implied here. It is only for tracking (appeal code) purposes. More work for the donor.

This hyperlink makes no sense at all. (Was it the 242nd page on the organization’s website, and the IT director came up with that address??)

It’s not the donor’s job to track the gift! Many distinct, meaningful words could have been used instead of these hyperlinks. (e.g., aspca.org/spay aspca.org/neuter aspca.org/shelter etc.)

The call to give online is buried at the bottom of the reply in very small font.

Instead of using a more immediate call to action, such as “donate online,” the donor is asked to “log onto” the website, implying that more time/commitment will be required.

A memorable hyperlink is essential. CTWJ is meaningless, but Justice would have meant something to people.

Avoid abbreviations that can be easily mis-remembered or misspelled.

Although it could stand to be more prominently placed, this hyperlink is mission-related, memorable and marketable.

Asking that the constituent donate online to your direct hyperlink in the letter is important. The P. S. is a good place to do this.

Emphasizing payment in order of speed is best: i.e., online, followed by credit card, then check.

It’s also important to encourage online giving directly on the return envelope. Some organizations have used a “go green” theme when doing this.

Marking return envelopes with the appeal code will assist further when tracking gifts.

World Vision is the best example I’ve seen of complete coverage in a mail campaign encouraging online giving. Not only is every component inside the mailing marked with a memorable, meaningful, direct hyperlink, but they put it on the outside of the carrier envelope as well! The donor doesn’t even have to open this appeal to know how to give online!

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