*You can also read a version of Cheryl’s 2014 advice under the “DM Deconstructed” section in the January 2014 issue of Fundraising Success magazine.
Out with the old, in with the new. In “direct mail-speak” old means…lessons learned. New or “in” trends may actually mean campaigns/techniques/formats/behaviors that have been tested and had great results by others; now it’s your turn to try them.
Here are some trending behaviors and techniques I’ve been carefully observing and hearing about throughout 2013. I came up with these two dozen What’s INs and What’s OUTs by: scrutinizing award winning direct mail packages; having discussions with printers/ writers/ fundraisers; learning lots of best practices from conferences in the nonprofit and commercial industries; attending the DMAW Lunch & Learn presentations by direct mail experts; meeting with my colleagues and our clients; and finally, by looking at, touching and critiquing every piece of direct mail that crosses my desk.
I leave you with one parting thought to ponder in 2014…if the sky was the limit, budgets were not a concern and postage was cheap again…what would you do for your direct mail program that you know would move your donors and clients to respond to your call to action? I’d love to know what you think. Email me at firstname.lastname@example.org. I will reprint responses in the next DM Deconstructed article in Fundraising Success.
Have a happy, cost-effective and highly successful year!