4 Ways to Mail to Christian Donors
Mailing to Christian donors who already give to religious or humanitarian causes could add valuable long-term supporters or prospects to your direct mail list. "Religious donors are the most faithful donors out there; their long-term value is much greater than those that give to other organizations," says John Kehoe, founder and president of Trinity Direct, a list brokerage and management company based in Butler, N.J.
"Going to church every week and assuming generosity as one of their core values make them standout donors ... You don't have to convince them to be generous - you can presume that, of course, they value generosity," explains Charles Fraga, president of Direct Development, a full-service direct marketing firm with offices in Portland, Ore., and Washington, D.C.
While they may be pinched for cash like nearly everyone else, religious donors will still give loyally to a cause. "They're very faithful to their organization. The religious donor will sacrifice to give that extra dollar," Kehoe asserts. "Overall, giving is down during tough economic times, but it may not be down because of the number of gifts-it could be down because of the average gift. "They're still giving because they still want to be able to sleep at night. But they have to spend more money to fill up their car full of gas, and there's only so much money," Fraga says.
Apply these four expert ideas below to your direct mail campaigns to reach these motivated and loyal donors:
1. Mail Around Holy Days
Fraga says his clients time their mailings to religious donors around religious holidays including Christmas, Easter, feasts and All Souls Day. "Right after Easter, when people are feeling really good about life, it's springtime, the tulips are in bloom and the sun's starting to come out more; it's just a more happy, positive time for people to get their checkbooks out," Fraga says. Kehoe notes that mailings sent near feast days and All Souls Day tend to include religious card freemiums. "It's very hard to find religious cards in stores now, so a lot of people are using the cards they get in the mail," he explains. Tax advantages also motivate religious donors just as much as general humanitarian donors, so Fraga advises a year-end campaign to capture those additionally motivated by tax breaks.