What’s In My Mailbox | Mapping your donor’s journey: EDF shows you how to start

February 21, 2018


You may have heard it directly from a donor: “Don’t waste my money on a paper thank you letter!”

Perhaps your nonprofit is an environmental organization and you know that your donors are concerned about waste and energy use. Is direct mail right for your mission — and for your donors?

Your donor preferences are, of course, of primary importance. But thinking through your donor journey is also critical. As Lisa Sargent says so eloquently “If I haven’t seen your glorious, warm newsletter, for example, and you let me opt out at week 6, how will I ever know if I want it?”

Just because donors say they want one thing, or even that we expect them to want one thing, doesn’t mean they won’t respond to what falls outside of our expectations. As Lisa Sargent noted so eloquently, “If I haven’t seen your glorious, warm newsletter, for example, and you let me opt out at week 6, how will I ever know if I want it?”

This Welcome Kit from the Environmental Defense Fund is a solid case in point. What a great way to start the donor journey off on the right foot! It includes a letter, a new donor survey, EDF’s latest newsletter, and a reply envelope. The letter is signed by EDC’s Director of Membership that welcomes the donor into the fold and explains what’s in the mailing and, basically, why each component should matter to them. The survey is short and sweet at five questions long. The 20-page newsletter speaks to ongoing conflict now and explains their place (and their donors’ place) in rectifying it. The reply envelope wraps up a compelling, composed package. Check it out.

{ 1 comment… read it below or add one }

Phoenix February 25, 2018 at 6:32 am

Thanks so much for the post.Really thank you! Keep writing.

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