Most experts recommend sending direct mail appeals four or more times per year, with a printed donor impact newsletter or postcard between each appeal, and multiple donor impact emails (target 2 per month). Smaller organizations just building their direct mail program may start out with Spring and End of Year appeals and add additional as they grow their funding.

• The evidence is that when you add a second, third, fourth, or even fifth ask during the year, you increase annual retention, and the total net raised goes up. Contrary to what some inexperienced direct response fundraisers think, that's not enough asking to irritate your donors. The right question to ask is: Do our appeals emotionally engage donors, increasing their love and support for the organization even if they don't donate to this specific appeal? Or do we just have our hand out begging for money?
• This table of results for a homeless shelter in a small town shows that adding a (May) appeal and e-Stories with ask buttons added additional revenue. This didn't reduce giving to the other appeals; instead, response increased throughout the year.
  
• This table of results from a food related non-profit shows that even with multiple asks during the fall, giving does not drop off-because they are doing a great job telling the stories that show how the donor's money is working.
  
• Increasing the number of times you mail provides more chances that your appeal will arrive when donors are ready to give.
• It also gives your committed donors the chance to give a second gift. Those who mail four times per year or more find that 20% of their donation dollars come from the 15% of donors who make second, third, and fourth gifts.
• If your appeal letters and emails thank donors, tell stories showing how gifts are used, and include testimonials, most donors will appreciate hearing from you even if they are not ready to give again at that moment.
• Important practices:
• In the appeal letter, thank donors who already gave this year, then ask them to consider another gift.
• Thank members and monthly donors for their faithful support; then ask them if they will consider a 'year-end gift', or 'gift for this project', or gift to trigger a match, etc.
• Show them you know and appreciate their giving history and help them remember when and how much they've last given, by including a reminder sentence on the reply form that says "My last gift was < $XXX > in < Month > of < Year >".

The data shows that each time an appeal is mailed, the median organization has more than a 1.0% chance of recovering donors lapsed up to five or six years.

While 1.0% may not sound significant, every dollar spent mailing those lapsed donors typically returns between $1.50 and $2.00 immediately.

Once donors return, their renewal rate is high. Every additional percentage point of retention helps at a time when many organizations see donor pools shrinking.

However, the appeal should not be the only communication donors receive. Monthly or bi-weekly donor impact emails are especially effective.

Test going back further at year-end, and prioritize deeply lapsed donors who still show interest, such as opening your emails.

Photos are not just design elements. Use color photos with captions that support the story or mission delivery. Readers scan, and captions attract attention.

The most effective photos usually show one or two people looking directly into the camera—people who need help, are grateful for help, or will do good with the donor’s help.

Each image should contribute to the narrative and evoke emotion.

There is a common belief that donors will only read one page. The data shows that this is wrong.

You need space to answer the donor’s questions: What’s the problem? Is it urgent? Do I care? How does my gift help? Storytelling, testimonials, and images all take room.

If donors are not reading your copy, it may be because it reads like a memo instead of a story-driven fundraising letter.

Be careful. The more a fundraising piece looks like advertising, the less money it tends to raise.

The traditional letter format outperforms brochures and self-mailers because it feels like a conversation.

Focus on storytelling and empathy rather than heavy graphics or design flair.

Rental lists may work if several conditions are met, including strong brand recognition, a compelling story-based appeal, website credibility, targeted lists, and a first-time donor renewal rate of 30% or more.

Even when all criteria are met, initial mailings may lose money. However, if renewal rates exceed 30%, positive ROI often appears within three years.

Often, a compelling story will work for the entire mailing without complex segmentation.

The easiest and most effective segmentation is based on donor transaction history, with small language changes around the ask.

Identity or interest segmentation can help, but it often requires more staff time and data than is available.

People give to people. The most recognizable face of the organization—usually the Executive Director—should sign the letter.

In some cases, a caregiver, volunteer, or recipient may be featured, but the Executive Director often frames and signs the letter.

The letter should feel personal, use “you” and “I,” and be signed by one individual, not a committee.

Yes. Procrastination is the enemy of response. Follow-up emails help prompt action and make giving easier.

Send two follow-up emails: one about a week after the appeal arrives and another about two weeks later.

Yes. Including a QR code on the reply form reduces effort for donors who want to give by phone.

While QR gifts are still a small percentage overall, they remove friction and support donor preference.

Teasers are risky and are more likely to depress responses. They usually alert the recipient that the mailing is an ask for money and begin the ask before desire has been created by reading the letter.

There are exceptions, but in most cases teasers reduce effectiveness.

An insert may improve response if done well, but it also adds complexity, cost, and risk—especially for small development teams.

Without sufficient volume or A/B testing, it is difficult to know whether an insert pays for itself.

Consider inserts only after core fundraising practices are solidly in place. If tested, try lift notes, photo cards, or maps that increase emotional connection.

Yes—if it is donor-centric. A printed newsletter should function as an impact report focused on “because of you” stories.

Printed materials have readership rates over 75%, far exceeding email open rates.

Neuroscience shows that physical newsletters have greater impact than digital versions, and donors truly do read and keep them when they are meaningful.

Yes. Including a reply envelope increases revenue more than it costs.

Many donor newsletters raise as much as an appeal. For some programs, every dollar spent returns more than $1.50.

Mailing newsletters in an envelope feels more personal and increases engagement.

For most nonprofits, two to three donor newsletters per year is a realistic and effective goal.

These newsletters generate additional income and reinforce donor connection throughout the year.

Many donors appreciate having choices, but limit them to three or four plus “where needed most.”

Designations create restricted funds, so ensure the choices align with real spending needs.

An alternative is showing “what your gift can do” without implying restriction.

Yes. Donors who gave recently are among the best prospects for an additional gift.

Failing to ask again within the same year can mean missing up to 20% in additional income.

Yes. Asking for a specific amount anchors giving decisions and increases average gifts.

The ask amount in the letter should usually match the middle value of the reply card ask string.

Use a separate reply card. It allows for personalization, suggested ask amounts, and reduces donor effort.

Remit envelopes still have a role as soft asks in newsletters and reports.

Yes. Younger donors read direct mail, even though many respond online.

This behavior is consistent across generations and supported by USPS research.

This is less of a concern than many think. Over 75% of nonprofit mail is read, including by Millennials.

Year-end appeals perform best, followed by spring and fall mailings.

End-of-year letters should arrive before major holidays. January mailings tend to perform poorly.

Summer mailings, including July, can still perform well.

Personalize messages, write conversationally, lead with impact, and use short readable paragraphs.

Segmentation, personalization, storytelling, and donor-focused language all help.

Strong stewardship—thank you letters, calls, emails, and impact reports—is critical to renewal.

Continue sending donor impact emails and appeals until donors are lapsed more than six years.

Printed newsletters and personal thank-you calls are powerful tools for re-engagement.

Every two weeks is ideal, but at minimum, send emails monthly.

Donors view themselves as investors and want reassurance that their support matters.

First class mail does not raise more money on its own.

It is useful when timing matters or when including handwritten notes, which require first-class postage.