Obstacles or Opportunities: Cost

Earlier this week, I talked about Hildy Gottlieb’s assertion that we can – and must – turn our obstacles into opportunities. And the number one obstacle for most nonprofits is cost.

 Yep, direct mail is expensive – and it gets more so every year. But according to the Blackbaud Index of Online Giving, most organizations “found that, on average, online revenue accounted for 5.7% of their overall fundraising revenue.” 

While that’s actually pretty good news – online giving continues to rise – your web efforts still have a ways to go before they become your go-to revenue source. You still need your direct mail programs, which in part drive donors to your online presence.  So instead of moaning about the cost, start looking at what you can do with that investment. You will, of course, raise money. You’ll also inform and engage your donors about your issues.

 

One of my favorite things to do is take a set of strict cost parameters and try to come up with the most effective package possible. How can we make a 2-page letter just as compelling and informative as the normal 4-pager? What envelope treatment is going to get more people to open it? Is there an action-item we can include to help motivate more people to give?

Look at cost constraints – or any constraints – as a framework from which to build your program. Like writing a haiku, the options, even when you’re limited by a lack of funds, are still almost endless.

I’d love to hear how your organization has overcome cost constraints to create a winning direct mail campaign. Comment below!