The life-blood of any organisation is its database. However, the database is only as good as the number of active donors who regularly support your cause.  

A database is not just the sum total of the names and addresses entered. It is often an organisation's primary income source. For this reason it must be "nurtured" - segmented, coded, archived, updated, reactivated, expanded and cleansed.  

Attrition is a fact of fundraising. Each year donors will lapse. Whilst some can be reactivated over time many will not renew. For this reason each and every organisation must invest annually in acquiring new donors.  

EMA has extensive experience in direct mail. This involves planning the direct mail appeals, writing copy, graphic art, compiling list recommendations for acquisition mailings, segmenting internal databases, testing, printing, merge purge and elimination processing, analysing results and providing future recommendations.
There are a number of ways of acquiring donors through the mail. In order of costs per unit they are:
Self Mailers
The term "self-mailer" denotes any format that doesn't require an outer envelope. Self-mailers are "look-at" pieces, not "read carefully" pieces. So if the product pitch and information is at all detailed or complex it will need to be supported with one of the more detailed direct mail packages. Because of their "throwaway" and impersonal look and feel, self-mailers generally have a credibility problem. They can't carry the depth of feeling and sincerity that successful fundraising requires. They are cheap and should only be used on a mass scale if names cannot be obtained.
Householder Mailers
These packages consist of an outer envelope, a letter, a reply device and a reply envelope. The outer envelope and letter are not personalised - they generally say "To the Householder". These perform better than the Self Mailers but not as well as the personally addressed mail packages.
Budget Direct Mail Packages
This is a fully personalised package and is similar in design to the Householder Mailer. The purpose of the budget package is to maximize the number of responses for a given campaign by evoking a quick emotional reaction. The average gift is generally low - between $30 to $50.
Donor Club Direct Mail Packages
 A personalised invitation inviting people to join a donor club at a specific minimum level will generally produce a lower response rate to that of a budget package. However, donors who join a donor club understand from the outset that they are joining your club as a way of showing support. The choice is far more considered, the average gift is excellent - well over $100 - and the renewal rates are higher than those for budget donors.    
         
Contact Evelyn Mason on 02 9403 1954
Email evelyn@emassociates.com.au       
Evelyn Mason & Associates Pty Ltd ABN 16 094 694 167 | 7 Deakin Place, Killara NSW 2071 | Tel: 02 9403 1954