3 things nonprofits can learn from political direct mail

Posted by guest blogger Andrew Rogers

Ever since Richard Viguerie began hand-compiling his list of high-dollar donors in the 1960s, political campaigns and organizations have been pioneers in the use of direct marketing for fundraising and mobilization. If you're not already sick of politics this year, here are my suggestions for a few things we can learn from political direct mail.

1. Donors are activists too

Not everyone wants to be a lobbyist or a candidate -- and having been both, I don't blame them. But most everyone has a set of values they believe in and goals they're working to achieve. The single most important lesson I took from my apprenticeship in political mail is that writing checks to support a cause is a valid -- and valuable -- form of activism.

In my experience, too many nonprofits see donors as second best: "Maybe you can't do the great things our volunteers or trained staff are doing, but at least you can write a check." This is not only wrong, it's insulting. They also serve who give the funds that make it all possible.

It follows from this that...

2. The campaign is a tool

Except for the handful (blessedly small) of professional campaign managers, a political campaign isn't an end in itself. It's a tool for achieving a goal: the election of a candidate, the adoption or defeat of a ballot measure. The mechanism of how that's done is essential for the pros, but almost irrelevant to the cause-minded donor or voter.

When you communicate with your donors, are you taking about your organization ... or about their dreams for a better world?

3. Time is of the essence

Political work is incredibly calendar-driven: filing deadlines, scheduled votes, legislative recesses and adjournments, election days. Political mailers can't afford to give in to the "too much fundraising" fallacy -- miss this opportunity now and we won't get another chance for one, two, four, or even six more years!

On the plus side, this means there are lots of natural peaks in the political cycle when it makes sense to update supporters on what the organization or campaign is doing in their behalf. Does your mail schedule paint a real picture of the work you're doing and the world you live in? Or is it based on your fears that your donors are sick of you?

Tomorrow, three more things we can learn from political direct mail.

Andrew Rogers is an associate creative director and writer at Merkle.

Technorati Tag: political fundraising