In keeping with the fundraising secrets on using the PS and writing with blue ink, I’m offering Fundraising Secret #7: Don’t ask for money on a post card (or a credit card number on a postcard).
It’s amazing but some of us do it! I did it last year. It seemed like an inexpensive way to remind people to give.
But one of the most important things about direct mail is that we need to supply a response mechanism. That’s why we always put a return envelope in with our letter. With a postcard, there’s no way for people to respond. Unless you expect them to go through the effort of getting to a computer and making a gift online. (Like I did.)
You guessed it. Practically no response.
Worse is when we ask a donor to use a postcard as the response mechanism. Sometimes we try to make responding to an appeal so easy, and so cheap for us, that we lose common sense.
I’ve even seen organizations ask, not only for a pledge with a postcard, but even credit card information! Credit card information!
Here’s where a good case of PYITS—put yourself in their shoes–would really help us out.
Would you give your credit card information on the back of a postcard? Why not ask for their Social Security Number or their estate plans! 🙂
Postcards are like mini billboards. You wouldn’t ask you donor to put their credit card info or death plans on a billboard, would you?
Postcards are terrific for announcing events. Or getting the word out about a new initiative. But a postcard is an abysmal way to raise money!
Mark,
I Don’t ask for money on a post card but have found post cards to be very helpful. Our “prayer card” is formatted like a post card (glossy 4 color on one side and 70% blank space on the obverse). I use them to write notes of encouragement to my constituents and donors who are very busy and need a quick word and a way to keep my face in front of them. I also use “Encouragement or Victory” postcards from Broadman Supply (Southern Baptist Convention / LIFEWAY Stores) as an encouragement tool. A thank you might be added on these cards but it is generic in nature and non-specific (like “thank you for encouraging me” or “Thanks to you, we keep fighting on”).
All of my first time donors get an email thank you right away and a formal handwritten thank you note in snail mail the following day. I also follow up with a phone call to their biz or cell with a brief thank you to their voice mail if they are busy.
Jerry Sinclair
Marriage Missionary and Regional Facilitator
for
Faithful and True of Jacksonville, Inc.
Celebrating ten years of meetings in Jacksonville, FL
Faithful and True hotline is 904 443 0246 [recorded message]