Many stations raise more money through the mail than through on-air fund drives. This section of the site is devoted to direct mail fundraising resources.
Jay Clayton of Jay Clayton and Associates wrote these letters. They are based on a successful end-of-year series Jay created for our client stations.
Most stations use them for additional gift and lapsed contributors of 18 months or less. The additional gift list is usually current donors who have not given since the most recent pledge drive and are not in the renewal cycle. The first letter should be mailed in late November. The second letter should be mailed in mid-December.
Get Better Mail Results With On-Air Support
Direct mail usually gets betters results when supported by on-air spots. You can find end-of-year direct mail spots here. The spots should run about every other hour for 3-5 days after the mail reached listeners. They can also run again the last week of December.
COMING IN DECEMBER: MORE DIRECT MAIL RESOURCES
John Sutton & Associates 1706 Harfield Trail * Annapolis, MD * 21401 (240) 432-1885 * john@radiosutton.com All contents copyright John Sutton & Associates 2005