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The most well
known direct mail campaign is the annual appeal, sometimes
referred to as an annual fund, or annual campaign. The annual
appeal is a direct mailing that is usually mailed just prior
to Thanksgiving or in early December to promote giving near
the holidays. Many organizations follow up in the spring with another
appeal that is designed to show potential donors how much has
been raised to date and how they still have time to help support the cause.
Appeals can run
for several weeks or can go throughout the year. Appeals often have
follow-up letters to non-donors listing program contributions to date to
encourage further giving. Annual appeals generally start out small and
grow over time, so yearly consistency is very important in building a
strong campaign.
Annual
appeals usually consist of the following pieces:
-
Letter
- standard 8.5 x 11 size.
-
#10
Envelope - for mailing everything to the donor.
-
Remittance
Envelope - #6 or #9 size for donors to complete and send back with a
donation check or pledge.
Some
organizations send out a custom printed greeting or holiday card in an
invitation envelope and then include a remittance envelope for the donor
to complete and return.
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