A little while ago I wrote a post about the importance of good timing in fundraising. I recently received a DM piece that reminded me of this.
In December I made a donation to a homeless charity appeal. Donate to support their Christmas centres, Christmas dinners for residents and so on. The centres would be open over the Christmas week.
Last week - at the end of February - I received a stewardship direct mail about my Christmas gift.
Now I don't know about you, but Christmas seems quite a long time ago to me. And this letter jarred with me as a donor. It felt too late to be telling me this.
As a fundraiser, and a donor, I was glad to know what my gift had done, and appreciated the reference to the appeal I supported. But I also feel that it should have arrived six weeks ago - when making the gift and the Christmas season was fresh in my mind.
So when you're planning your mailings - will they make sense to your donor? Will the stewardship link with the gift? Will it be likely to encourage the next donation?
Perhaps the charity had to wait for design companies, copywriters and printers to put the pack together? We all know about that. But the centres closed on the 27th December.
Good stewardship links directly to the gift, is timely, and encourages the next donation.
Unfortunately, on this occasion, the momentum had been lost.
Want to learn more about Direct Mail? Join the Institute of Fundraising' Scotland's Direct Mail Day on 19 March 2015 in Edinburgh.