Here are some things to consider if your organization is thinking about starting a direct mail program.

At Harvey McKinnon Associates, we find that direct mail is most effective for nonprofit organizations that:

• Have a clear and compelling mission
• Can use emotion to tell their story
• Have an active member base of 8,000 (or the potential to reach this level)
• Have an annual budget of $100,000 to invest in direct mail (much less to test) to see if there is an audience for your organization.
• Have other income sources such as grants and special events
• Believe in the potential of direct mail
• Know that direct mail is a long-term investment that produces significant income, over time.