Direct mail fundraising is a great way to increase your visibility, enlist new donors and renew annual contributions from established ones. However, with the wrong approach, it can also be expensive and time-consuming. Here are a few things you need to know to make sure your campaign is a profitable one.

The most important aspect of a direct mailing is your target audience. There are several ways to develop your list and get your letters out to the right people. The most obvious one is to start in-house. Ask your volunteers and board members for names of people they know who would be interested in your organization. You can also team up with organizations similar to yours and trade names, or you may wish to purchase mailing lists from a list broker.

Letters should be concise and to the point. If possible, keep your well-crafted appeal under two pages. Emphasize the benefits of supporting your organization. Clearly describe the easiest way a donation can be made, and don’t forget to include a reply form and envelope with each letter.

To save on your mailing costs, apply for nonprofit bulk-rate postage. To check your eligibility and apply for the permit, complete PS Form 3624 at the post office where you plan to send out your letters.

Direct mailing can and should be done year-round, but be patient, it usually takes several mailings to get a response from donors.