Need New Direct Mail Donors? Look For These Three Qualities For Fundraising Letter Success

New donors are a lot closer than you may think. And \rpersuading them to make that vital first donation \rneed not be as hardor as \rexpensiveas acquiring \rthem in other ways.\r

\rBut before you rent a list of names or drop anything \rin the mail, examine the people you are approaching \rwith your direct mail appeal to make sure they are \rgood prospects for a donation todayand \rtomorrow. \rYou should look for three qualities in potential direct \rmail donors.\r

\r1. Capacity to give
\rGood direct mail fundraising prospects have the \rresources to support your organization with gifts. \rThey do not need to be millionaires (since you will \raccept small donations). They do not even need to \rbe employed (since many pensioners donate a \rportion of their fixed income to their favourite \rcharities). The criteria you are looking for is simply \rthe capacity to give.\r

\r2. Affinity with your cause
\rThe best prospects have a natural liking for your \rorganization. They identify with the people you help \ror the cause that you champion. You are more likely \rto attract financial support and gain new donors \rwhen you mail your acquisition letters to people who \ralready believe in what you stand for.\r

\r3. Long-term, profitable relationship
\rRaising funds through the mail is a long-term \rproposition. What you are looking for is donors who \rwill support you over time. One-time donations are \rwelcome, of course, but if they are too small they do \rnot even cover the cost of acquisition. You want \rdonors, not just donations. \r

\rOne reason that charity sweepstakes and lotteries \rare such an expensive way to raise funds is that \rthey tend to raise money in the short-term only, and \rdo not attract long-term, faithful, loyal donors who \rare committed to your cause.\r

\rSo you need to look at every source of potential \rdonors and ask yourself this question, What is the \rlikelihood that these prospects will not only respond \rto my mailing with a gift now, but will also follow \rthrough in the years to come with others gifts?\r

\rOne mistake to avoid
\rOne mistake that inexperienced fundraisers make is \rthinking that their best prospects for direct mail \rappeals are big businesses and well-known, wealthy \rpeople. When they think of who to mail their appeals \rto, they immediately think of Bill Gates of \rMicrosoftnot Bob Gates down the street. \rThey think of extraordinary businessesnot \rthe ordinary business owners that operate all around \rthem. \r

\rThis is a mistake because it concentrates attention \ron only one obvious criteria of donor \racquisitioncapacity to giveand \rignores the other two.\r

\rTake Bill Gates by way of example. He meets your \rfirst criteria, since he is the wealthiest man in the \rworld. He has the capacity to give you a donation, \rthe largest youve ever received. But if your \rorganization is at all typical, Bill Gates has little or \rzero affinity with your cause and does not even \rknow about you. Which means Bill Gates is not a \rlong-\rterm prospect, or even a prospect at all, for a direct \rmail solicitation.\r

\rSo the thing to bear in mind whenever you are \rlooking for new donors is that they should meet all \rthree of the above criteria. They should not just be \rwealthy (with no affinity). And not just have an \raffinity (they may believe in your cause but be \rbankrupt). When potential donors pass all three \rtests, you will avoid disappointment, and save a lot \rof money in donor acquisition and donor renewal \rcosts.

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\rAbout the author
\rAlan Sharpe is a professional fundraising letter writer, instructor and mentor who helps non-profit organizations raise funds, build relationships and retain loyal donors using creative fundraising letters. Learn more about his services, view free sample fundraising letters, and sign up for free weekly tips like this at http://www.RaiserSharpe.com.

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