Direct Mail for Non-Profits 101

Reaching the mid-point of summer marks the “unofficial” start of the fall solicitation season. Most, if not all, advancement offices are planning their fall schedules. Homecomings, alumni awards, campus events and end-of-year visits are all part of the calendar for the coming months.

With numerous priorities vying for attention, especially within smaller advancement teams, it’s easy for fall solicitations to get delayed – or even overlooked. And with the high turnover rate in annual giving, direct mail responsibilities can often fall to younger or inexperienced staff leading to them feeling overwhelmed.

Despite these challenges, the significant return on investment that direct mail offers cannot be overlooked. It’s a tangible piece – not just another screen – that effectively tells a story through words and imagery, inspiring readers to take action, whether through a reply mechanism or by directing them online.

With this in mind, it’s the perfect time to review the basics of direct mail – a ‘101’ guide, so to speak. This isn’t just a primer for those new to direct mail, but also a valuable refresher for seasoned annual giving staff, helping everyone steer clear of common pitfalls.

USPS Basics

The USPS offers discounted non-profit Standard Mail rates for mail pieces that meet specific “machinable” standards. Adhering to these regulations ensures your mail is processed efficiently and quickly, securing the most cost-effective postage rates for large quantities.

What are those regulations? To keep it simple:

Maximum Dimension for Envelopes and Postcards: 11 ½” x 6 1/8”
- For postcards, we recommend nothing smaller than 4 x 6”
Letters can be up to ¼” thick

The most important thing to keep in mind with your design is the USPS aspect ratio. Common envelope sizes like #9, #10, and “A” series (A2, A6, A7, etc.) naturally fall within the range of the aspect ratio. Designing a square mail piece will typically not qualify for the non-profit standard postage rate as it falls outside the desired ratio, making it non-machinable.

Always remember, if you ever consider doing something different with your piece, the best practice is to confirm your dimensions with your direct mail vendor before you start designing it. Their expertise will save you time and money.

Design Basics

In an era dominated by digital campaigns and social media, fundamental print layout concepts are easily overlooked. This is particularly true for designers more accustomed to digital advertising, where image usage and layout rules differ significantly.

There’s little more frustrating than requesting corrections after you thought your piece was complete. While often minor, these errors are critical for successful print production and the overall visual appeal of your mail piece.

Here are a couple of things to take note of:

Bleeds and trimlines: For designs intended to print to the edge of the paper, ensure your artwork extends – or “bleeds” – at least 1/8″ past the trim lines. These trim lines, usually indicated in your design software guide, show the printer’s cut and prevent unwanted white edges.

(Note: If your design intentionally includes white margins on all sides, bleeds are not required.)

High-resolution pictures: Always use high-resolution images. Images “clipped” from the internet are typically low-resolution (72 dpi) and will pixelate when printed, appearing blurry or jagged. While difficult to spot on screen, a simple zoom-in on your document can reveal how a low-resolution image will truly look in print.
With Text, “Less is More”: It’s tempting to fill every available space with copy, but resist the urge. Too much text can overwhelm readers, causing your key messages or calls to action to get lost. Instead, focus on what information is most vital for your audience to see and how you want them to respond, ensuring those elements truly stand out.

Using Segmentation/Variable Data

Segmenting donor groups and leveraging variable data has become a standard practice in direct mail. This ability to personalize each mail piece for individual readers is a significant step forward from a static letter that reads the same for everyone, fostering deeper engagement.

Of course, the extent of your personalization depends on three key factors: the quality of your donor data, your comfort level with the process, and your imagination. If you already feel confident in your tools and resources for advanced personalization, feel free to skip ahead. For those looking for initial steps to implement variable data, please continue reading.

Personalizing by Segment: Beyond the standard variable salutation, the next logical step in personalization is segment-based messaging. You can create a static artwork shell (the main design and imagery) that remains consistent across all mail pieces. Your direct mail vendor can then place your unique, segmented text for each audience over this shell, allowing you to tailor your message to specific donor groups.
Personalizing the Response Card: Every donor is unique. The amount they give or what funds they support holds a specific meaning. Recognizing their past generosity by creating an avenue to support their passion could make all the difference in retaining them.

Here are a few ways to personalize your response cards:

Create a specialized ask ladder to give them the opportunity to renew their past gift or upgrade to a higher, appropriate amount.
In addition to your ask for the unrestricted fund, include a list of additional funds from their previous giving, especially for those long lapsed donors.
For non-donors, identify funds that match their affinities while in school. They may not know there is a fund available that supports their interests.

As you grow more comfortable utilizing variable data, you may choose to expand its usage for pull quotes, paragraphs, sentences/phrases and images. Whatever amount of usage you decide to take on, be sure to test for spacing, grammar and that everything fits within the layout.

Print, Cut, Tape and Test

Reviewing a draft solely on your screen can be effective for some layouts, but it often has limitations. It can be particularly challenging to determine where a fold falls or if panels are correctly placed without interacting with a hard copy.

Here’s a hands-on approach that can save you headaches:

I strongly recommend printing a draft or proof so you can physically hold it. For two-sided pieces, print both sides, carefully tape them together, and cut the piece based on the trim lines. This allows you to confirm that everything is positioned exactly where it needs to be.
- (Please note: Due to common paper sizes your personal/office printer can handle, the dimensions will likely be scaled down or slightly skewed. While not perfect, this physical mock-up provides invaluable insight into how the piece looks, folds, and unfolds.)
For variable data, I suggest copying and pasting your content into a Word file (or a similar word processing program) and adjusting the margins to closely mimic your design file. Then, use the Mail Merge function to insert your variable fields. This allows you to see how the surrounding text is affected for individual records, which is essential for any merge fields within your primary content. It can also help identify fund names or other variable text that might not fit within the provided space.
Whenever you plan significant changes or try something new, always reach out to your direct mail vendor. They can confirm that your proposed changes still qualify for non-profit Standard Mail rates and won’t inadvertently increase your postage costs. Their expertise is invaluable.

Direct mail continues to be an indispensable channel for advancement offices and non-profits, offering a unique opportunity for tangible engagement. Remember, every mailing is a chance to learn and refine your approach. JHL Advance is happy to assist you in applying these basics – from USPS compliance and thoughtful design to personalized messaging and rigorous testing – to create impactful campaigns, inspire generosity and achieve your fundraising goals.