ARE YOU BEING A GOOD STEWARD OF YOUR NONPROFIT’S MONEY?
Do you think the purpose of direct mail is only to raise money?
If so, you are like many (maybe most) conservative leaders.
However, you would not only be wrong, but you would be making a huge mistake.
Without the Post Office, there would be no conservative movement worthy of the name.
And in today’s “cancel culture” and with Big Tech censorship, direct mail plays a significant role in breaking through the Fake News.
Direct Mail Made the Conservative Movement Possible
In the 1960s-1970s hundreds of conservative organizations were launched with direct mail as the primary way they raised their budget, got members, subscribers, sold books, magazines, communicated with their supporters, got publicity, etc. This was necessary before the arrival of the Internet, email, Fox, etc.
What was true in the 1960s-1970s is still true today. In fact, the Post Office is more important than ever to conservatives, because our enemies control the high ground of most other major means of communication—Big Media and Big Tech.
Direct Mail is Advertising Mail
Yes, direct mail raises money for most all conservative organizations, including finding/identifying people who will become regular donors, monthly donors, major donors, and bequest donors.
However, direct mail does many other things that are as important, or more so, than just raising money for conservative causes, organizations, and candidates.
From the 1960s through about 2010, direct mail was the 2nd largest form of advertising. Today it’s the 3rd largest (digital, TV). It’s important to realize that when you spend money on acquisition/prospect mail to tell people about your organization or the problem your nonprofit was established to solve, it’s similar to spending money for advertising on TV, radio, newspapers, magazines, or on a billboard, bumper sticker, etc.
Except that the money spent advertising on TV, radio, etc. is almost always gone for good. You don’t know who watched your ad, and you certainly don’t have their name and address to contact them.
However, most of the cost of a direct mail ad is paid for by those who read your ad and liked it so much—they sent money and gave you their name and address.
To be continued next week.
