Introduction to Direct Mail

Discover why direct mail remains the secret weapon in successful fundraising programs. Explore its rich history, unique advantages, and why it continues to outperform digital channels for many organizations.

Storytelling Deep Dive

Dive into the psychology behind mail that gets opened, read, and acted upon. Uncover the science of storytelling that transforms ordinary appeals into inspiring calls-to-action.

Accessible & Ethical Direct Mail

Create appeals that resonate deeply while respecting everyone involved. Learn how to balance powerful storytelling with ethical responsibility and universal accessibility.

Effective Direct Mail Design

Discover the visual and physical elements that make donors stop, open, and respond. Learn practical design strategies that boost response rates without increasing costs.

Data, Personalization and Production

Transform raw data into personalized appeals that feel tailor-made for each donor. Master the production process to deliver quality mail on time and within budget.

Program Planning, Reporting and Integration

Plan smarter multi-channel campaigns that work together and get better results. This week shows you how to turn individual mailings into a complete fundraising program that delivers consistent success.

Introduction to Direct Mail 

1. Recognize why direct mail outshines other fundraising channels in key metrics that matter to your bottom line.
2. Understand the tactile magic that happens when donors physically handle your mail.
3. Leverage cutting-edge research on donor psychology that explains why all generations—yes, even millennials! —respond to well-crafted mail.
4. Master the anatomy of winning mail packages, knowing exactly which elements drive engagement and response.

Storytelling Deep Dive 

1. Craft stories that forge instant emotional bonds between donors and your cause—compelling them to act.
2. Apply neuroscience insights to trigger the physiological responses that drive giving decisions.
3. Choose the perfect storytellers and signatories for maximum impact and authenticity.
4. Wield proven copywriting techniques that guide readers seamlessly from opening sentence to final gift.

 Accessible & Ethical Direct Mail

1. Tell compelling stories that honour both donors and beneficiaries through human-centered approaches.
2. Conduct interviews that protect vulnerable storytellers while capturing their authentic voice and experience.
3. Design mail pieces anyone can read easily—incorporating typography, contrast, and layout elements that work for everyone.
4. Strike the perfect balance between donor-centric and community-centric language, creating appeals that feel both personal and socially conscious.

Effective Direct Mail Design 

1. Create outer envelopes with irresistible teasers
2. Design response devices that make giving feel effortless and rewarding.
3. Craft "yes lines" that tap into donors’ core identity and values, significantly lifting response rates.
4. Select paper stocks and finishes that subconsciously communicate value and reinforce your message.
5. Communicate your vision to designers in ways that get you exactly what you want

 Data, Personalization and Production

1. Implement segmentation strategies that deepen relationships and increase response rates across donor groups.
2. Apply data-driven personalization that makes donors feel truly seen and valued.
3. Navigate the entire production process with insider knowledge, from initial concept to mailbox delivery.
4. Spot hidden cost-saving opportunities without sacrificing quality or impact.
5. Build strong, supportive relationships with vendors.

Program Planning, Reporting and Integration 

1. Use performance numbers that actually help your organization make decisions
2. Create yearly plans with realistic financial goals and smart mailing schedules
3. Build simple reports that show what’s working (and what isn’t)
4. Run campaigns where mail, email, web and texting support each other
5. Set up testing systems that improve your results every year