What’s in my Mailbox | Consistency, continuity and premiums in direct mail

October 28, 2015


How are you following up with your donors?

In September I received this heart-warming 2016 St. Jude Children’s Research Hospital Calendar for “being one of our most caring supporters.” The calendar arrived in a bright, colorful envelope, featuring a photograph of little Carly, a St. Jude patient whose story is shared in the opening letter. The enclosed calendar highlights other St. Jude’s patients while always keeping the donor front and center (example: “Because of you, St. Jude is saving my daughter’s life.”).

Then, in October, I received a follow-up mailing, containing colorful ‘special reminder stickers’ to use with the calendar I’d received only a month earlier. The stickers arrived with a letter continuing Carly’s story, and urging

“If you’ve already sent a caring gift to help children like Carly — the precious little girl on the cover of your calendar — then please accept my heartfelt thanks.

But if you haven’t sent a gift yet, please mail whatever you can afford today.

Both packages are wholly donor-focused and reminded me of the power of what I call ‘serialization’ – continuing a special story from one communication to the next. What are your lessons from these packages? Click the image below to download.

Screen Shot 2015-10-28 at 1.05.22 PM

Keep your donors front and center with Simple Development Systems, an easy ‘rinse and repeat’ methodology of expressing gratitude and sharing stories across all channels to grow your nonprofit’s fundraising exponentially. Join us every week for Power of Nonprofit Storytelling (Mondays), What’s in my Inbox (Tuesdays), and What’s in my Mailbox (Wednesdays).



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