How many times should you ASK at year-end?

It's not enough to send one direct mail appeal at year-end and call it good.

If you're worried about donor fatigue...

If you're worried you are asking too often...

I'd bet you a million dollars you're NOT asking enough.

ASKING improves not only funds raised but also retention.

The very best of the best orgs send anywhere between 12 to 16 appeals annually and 4-6 newsletters. They send around 2-4 emails per month (2 of those will be asks).

The key is SEGMENTATION.

The larger your list, the more aggressive you need to be with appeal frequency.

So as you grow, prepare to ask more. What works when you have a close-knit, intimate community of 200 donors doesn't work when you have 2,000 or 20,000 or 200,000.

I reference fab input from Mary Cahalane and Jeff Brooks around 10:00 about freemiums.

I reference John Lepp and his book SEVERAL TIMES. I have come to the conclusion Creative Deviations is the new Bible of direct mail. And everyone needs it. You too. It's feels like a fundraiser's Candy Land with photos and examples everywhere. 😍 🍭

I'd LOVE your thoughts and comments! If you don't want to hear me blah, blah, blah about year-end basics, skip to around 6:50 minutes in for a salty letter deconstruction.