Successful fundraising needs people who are committed to a good cause – and communication that reaches and persuades them. For non-profit organisations, this means attracting new donors, retaining existing supporters and using available budgets responsibly.
We support non-profit organisations with audience-focused media planning, suitable donor address lists, professional data management and the implementation of fundraising mailings. From individual activities to cross-media fundraising campaigns.
Fundraising through direct marketing: what matters?
Fundraising is not simply about reaching as many people as possible. The key is to reach those who are interested in an organisation’s cause and willing to support it.
This requires the target audience, message, advertising channel and timing to work together.
Direct marketing offers different ways to communicate personally with potential and existing donors, encourage a response and evaluate the results.
The right tools depend on the organisation, its target donor audience and the campaign objective.
Attracting new donors: reaching the right audiences
Attracting new donors is a central task for many non-profit organisations. At the same time, acquisition costs and the long-term potential of new supporters need to be considered.
Selecting suitable donor address lists
Selecting suitable address lists is a key factor in acquiring new donors through postal campaigns.
We research and source target audience addresses that suit the cause, communication approach and requirements of each fundraising campaign.
We consider the available selection criteria and assess which address lists are suitable for the planned activity.
Using advertisements and inserts to attract donors
Alongside personalised fundraising mailings, advertisements and parcel or media inserts can create additional opportunities to reach potential supporters.
Selecting suitable media and advertising environments is essential. Depending on the target audience, options may include special-interest publications, magazines or suitable parcel distribution opportunities.
We support the research, planning, booking and administration of suitable advertising opportunities.
Donor retention and reactivation: maintaining existing relationships
Not every fundraising activity needs to attract new donors. Existing supporters also need regular, appreciative communication.
Personalised fundraising mailings can be used to share project updates, ask for further support or draw attention to special appeals.
A targeted reactivation campaign may be appropriate for donors who have been inactive for some time.
The contacts selected depend on factors such as their donation history, the communication objective and the available data.
Fundraising mailings: from data processing to dispatch
Postal fundraising mailings combine a personal approach with a specific appeal for donations. Data, printing, personalisation and dispatch must be coordinated to ensure reliable implementation.
Preparing data for the fundraising campaign
Before dispatch, existing donor addresses and third-party address lists can be checked, updated and matched against one another.
Depending on the data, this may include postal address checks, deduplication or matching against relevant suppression and reference databases.
Personalising and producing mailings
Depending on the campaign, letters, donation appeals and other mailing components can be personalised.
We support technical data preparation, printing, finishing and dispatch of fundraising mailings.
Implementing emergency mailings at short notice
Relief organisations often need to respond quickly to natural disasters, humanitarian crises or other urgent events.
Emergency mailings enable timely postal communication when donations are urgently needed.
We support the coordination of address data, production and dispatch. The implementation options and achievable timeframe depend on the volume, materials and production conditions of each mailing.
Data quality as the foundation of successful donor communication
A well-maintained donor database is an important resource for every fundraising organisation.
Outdated addresses, duplicate records or incorrect salutations can cause unnecessary costs and undermine personal communication.
Professional data processing allows address databases to be checked, cleansed and prepared for further fundraising activities.
This helps organisations use existing data more effectively for donor retention, reactivation and new campaigns.
Connecting online and offline fundraising
Fundraising now takes place across different points of contact. Digital campaigns can generate awareness and interest, while postal communication offers a personal, tangible way to reach people.
Both approaches can be combined effectively.
Engaging online leads through postal mailings
Not every prospect acquired digitally becomes a donor straight away. Where suitable postal contact details are available and the legal requirements are met, an additional mailing may be appropriate.
This creates another opportunity to communicate the organisation’s cause and encourage support.
Combining print and digital channels
Fundraising mailings, advertisements and inserts can be complemented by digital advertising.
The appropriate combination depends on the target donor audience’s media use, the campaign objective and the available budget.
Planning and evaluating cost-effective fundraising campaigns
Non-profit organisations need to use their available funds carefully. Fundraising planning therefore also involves assessing which activities make economic sense.
Depending on the campaign, relevant metrics may include:
- Response rate
- Number of new donors acquired
- Cost per donor acquired (CPO)
- Average donation amount
- Donor Lifetime Value
Evaluation helps assess target audiences, media and activities and provides insights for future campaigns.
Why choose Trebbau for fundraising?
Fundraising places particular demands on communication. It involves trust, credibility and the responsible handling of donor data and budgets.
We combine experience in working with non-profit organisations with the possibilities of direct marketing – from target audience selection and media planning to data processing and mailing production.
You can commission individual services or combine several stages of a fundraising campaign.
Alongside implementation, we consider how target audiences and activities can be coordinated effectively.
Plan your fundraising campaign with Trebbau
Would you like to attract new donors, engage existing supporters or develop your fundraising activities?
We discuss your target audience, campaign objective and available options – from donor address lists and media planning to data management and mailing production.
Use our contact form to speak with our specialists in target audiences, media and direct marketing.
Frequently asked questions about fundraising
Options for attracting new donors include personalised fundraising mailings, advertisements, parcel and media inserts, and digital advertising. Suitable target audience selection, a compelling message and the right combination of advertising channels are essential.
Suitable address lists enable targeted postal communication with potential supporters. Selection depends on the target audience, the available selection criteria and the requirements of the campaign.
An emergency mailing is a fundraising mailing campaign planned and implemented at short notice, for example in response to a natural disaster or humanitarian crisis. Its feasibility depends on production and dispatch conditions.
Where suitable postal contact details are available and the legal requirements are met, prospects acquired digitally can also be contacted by mail. This adds another communication channel to the initial digital contact.
Possible metrics include response rate, the number of new donors, cost per donor acquired, average donation amount and Donor Lifetime Value. The relevant metrics depend on the campaign objective.
