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Maximize Your Direct Mail Dollars
Christian Freedom International (CFI) is committed to reaching the part of the persecuted church that is the most repressed, cut off, and isolated. To communicate that message and raise funds for the work, CFI Executive Vice President Vickie Koth has found that “direct mail works better than anything else.” Here’s what Vickie has learned to help you with your mailings:
- Add a black-and-white picture to your letter. Vickie has tested and tracked her mailings, and found that people are more likely to respond to letters with pictures. “A black-and-white picture doesn’t increase your cost,” Vickie says, “but it does increase your results.”
- Use the back of the page. Vickie advises not to leave the backs of letters blank. For little or no additional cost, that space can be used to include additional pictures and information to strengthen your appeal.
- Use mailing lists to find new donors. Through trial and error, Vickie found a list rental company called Tri-Media (www.trimediaonline.com). They specialize in reaching the Christian community. Vickie works with Rob Ambrose there and reports “he works for you.” If you find a list that you might want to use, Vickie advises checking around with other mail houses because they can often comment on a particular list and tell you if it’s a good list or not.
- Use software to track responses. Vickie uses Denari donor management software (www.denarisoft.com) to track her responses to direct-mail appeals and advertising. From that tracking, she has learned that her best response comes from Christian donors who home school, are politically active, or are elderly. Vickie has also discovered in her acquisition efforts that if people respond in the first place, they tend to stay on as a donor.
- Work with a printing middleman. Vickie says she found a “gold mine” when she came across a local printing consultant. The consultant is very knowledgeable about printing and has contacts with numerous local printers. When Vickie has a printing need, she just calls her consultant, and he takes it from there, identifying the best printing options and negotiating the best price. “We save time, energy, and money, and don’t have to deal with the printer,” Vickie reports. The consultant works off commission and is paid by the printers. If you’re interested in pursuing this option, check with some local printers in your area to see if they are working with any printing consultants.
Vickie Koth is the executive vice president of Christian Freedom International, www.christianfreedom.org, vkoth@christianfreedom.org
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