Direct Mail Can Help Raise Funds for Your Library

Demands on tax supported library budgets have grown tremendously. How can you get more needed revenue? A direct mail campaign can raise a substantial amount or recurring donations to fund the services and resources that your community expects.

You could hire a professional agency to create and run your campaign. But finding a local agency that has both fund raising and direct response skills is unlikely and could be too expensive.

One solution is to join a professional cooperative direct mail program where costs for obtaining lists, developing artwork and production are shared and every detail of the mail campaign is handled by the co-op manager.

Or you can do it yourself. You'll need to take care of a few items, should you take that route:

Prospect names – Surprisingly, library patrons are not necessarily your best source of donors. People with a history of charitable giving, catalog buyers and magazine subscribers are often better prospects. You can try negotiating with local charities for an exchange of donor names or contact a list broker to find you rental lists of responsive prospects.

Your database – You must keep track of your donors. You can buy off the shelf mailing list and contact management programs for a small database (less than 2,000 donors). More expensive and powerful programs (like Donor Perfect and Raisers Edge) allow for greater expansion. Quality control and consistence in entering and tracking your donors is vital to the success of any program.

Copy – You need to create a compelling appeal that introduces the need, asks for money and explains how the giver will benefit from participation. Two important points: First, ask for a donation up front; some organizations actually forget to do this. Second, have one person compose a letter (not a committee); then ask for editorial input and comments from those overseeing the project.

Design – You can base your design on graphics your library already produces. A mailing package consists of the letter, a window envelope, a reply form, a reply envelope and an informative brochure or folder. Keep it simple and clean and make sure that the dimensions and other aspects of the package meet postal requirements.

In the mail – You can get your material printed by a local printer and sent out by a mailing service. Get competitive bids and references from all vendors. Review the requirements and your qualifications for postal rates such as standard class (bulk rate) or nonprofit. This step can save you a great deal of money and stress.

Direct mail can generate a stable base of donors who will help support your library for a long time. Develop a consistent message and regularly add donors to your file. Within a few years you'll build a loyal base of support for your library that you can then go back to during the year for additional gifts and upgrades. Direct mail can be a lot of work, but it is well worth the effort, especially if you can outsource the development and management of your campaign.

For more information on how your library can raise thousands of dollars through The National Public Library Direct Mail Consortium, managed by Carl Bloom Associates, Inc., send email to Carrie Bloom or call 914-761-2800.

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