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The direct mail
campaign most noted is the annual appeal, also called the annual fund or
annual campaign. The annual appeal is a direct mailing that usually is
received by donors in late November to early December. Some organizations
mail at different times during the year, depending on the type of
organization, or times when donors are more likely to
give to their cause.
Appeals can run
for several weeks or can go throughout the year. Appeals often have
follow-up letters to non-donors listing program contributions to date to
encourage further giving. Annual appeals generally start out small and
grow over time, so yearly consistency is very important in building a
strong campaign.
The appeal is
usually a standard letter
or flyer format sent in a
#10 envelope with a
#6
3/4
or #9 remittance
envelope included so that donors can send donations back to the
organization. Some organizations send 8.5 x 5.5 size A9
Greeting card with an
A9
Invitation Envelope and a
remittance envelope to take advantage of higher quality
photographs with a greeting card format or for a more holiday themed appeal. Don't
forget to ALWAYS send a thank you to acknowledge the donor and the donation.
A standard personalized letter
with
#10 envelope, A2
size card with
A2
envelope, or
a 4.25"
x 6" postcard with high quality
photo and handwritten note, are the most widely
used. Remember the more personalized you can make the thank you - the
better. See
why
you need to send a thank-you letter.
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