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!

The web is about immediate gratification.

How many clicks does it take…?

For your donors to complete online giving once they’ve decide to give and go to your website?

In the following mail samples

Which ones…

• Require the least effort?

• Have the easiest to remember hyperlinks?

• Are easiest to read?

• Have direct hyperlinks (fewer clicks)?

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 on the online form than what is on this mailing. Also, they are required to enter a separate code that does not get them a different rate. It is only for marketing/tracking (appeal code) purposes. More work for the donor.

Although this is a membership organization and entering a “membership number” would be necessary, the hyperlink is not user-friendly (created by IT instead of marketing). No constituent can be expected to remember this. Also, there are other numbers listed near the membership #, and a chapter is required to be entered when renewing membership, instead of defaulting to previous chapter.

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 hyperlink address??)

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!

For more information, attend

Session AG5 on March 31st at 8:00 am

At the AFP International Conference

in New Orleans

How to Incorporate Online Giving

With Your Annual Fund…And Track It!

Valerie Lambert

Assistant Director of Development

410-735-6248 vlambert@jhu.edu