Guidance /
Direct Mail Fundraising FAQs
Frequently asked questions regarding direct mail fundraising and a direct marketing schedule for LWVUS/EF.
Please reference our FAQs for Direct Response (mail and email) Fundraising below. In addition, the bottom of this page has a link to the LWVUS/LWVEF direct marketing fundraising schedule for end-of-year efforts and the remainder of the FY24. State and local Leagues can also download the sample fundraising email below to help with their fundraising mailings. For questions about the fundraising schedule or sample letter, please contact Development at [email protected].
Frequently Asked Questions Regarding Direct Mail Fundraising
Who is receiving direct response solicitations from LWVUS?
The national direct response program has around 10,000 active donors, approximately 1% overlap with the membership. We send multiple mailings a year to donors and donors who are also members. We do not solicit members who are not currently donors to the national office.
How many mailings and emails go out yearly, and why are they so frequent?
The national direct response program leverages best practices in fundraising to implement a comprehensive strategy. We send eight types of mailings and emails throughout the year: Acquisition, Appeals, Stop Lapse Appeals, Second Gift Conversions, Sustainers, Planned Giving, and Acknowledgments. Please note not every donor/prospect receives every campaign. We carefully evaluate the selected recipients to receive each campaign based on previous giving habits. Donors who have given in the last two years generally receive between 5 and 10 mailings from us in a year. People can receive, at maximum, 15 mailings in a single year (excluding Thank Yous).
Emails are deployed approximately once a week. During specific times of the year, such as Giving Tuesday and year-end, donors may receive an email more than once a week and possibly twice in one day.
For both email and mail, it may feel counterintuitive, but the best practice in this field is to provide frequent communications to your donors. This keeps the person engaged with the mission and provides multiple opportunities to give, allowing for timing.
What are the purposes of these direct response program?
Most of the mailings and emails are sent as part of the appeal program, where the primary purpose is to inform and engage the recipient in our mission. These appeals do contain an ask, but they are not the main focus of the campaign. The main focus is highlighting a part of our mission and work, like protecting voting rights, registering, or informing voters.
What is the schedule for the mailings so my local or state League can plan?
Click the button below to view the FY24 schedule. This calendar is available as a PDF. Please note that digital and email appeals are subject to change.
DOWNLOAD FY24 DIRECT RESPONSE CALENDAR
I have seen a mailing or email that uses the word “join.” We have members coming to our meetings thinking they are members. What should we do about this?
To help alleviate confusion, as of October 2021, LWVUS has removed the word “join” from all our mailings and emails and replaced it with “support.” We are constantly working to improve our messaging to clarify that we are asking for philanthropic support, not membership. This appeal goes out (to different prospects) multiple times a year. We also added language that refers people to their local leagues to become a member on all of our direct mail packages.
What should we do if someone gave to a LWVUS solicitation thinking they were joining a local League and want a refund?
It is important to honor the intentions of everyone giving. If someone intended to join their local League and would like a refund, for auditing purposes, they must contact LWVUS directly to request a refund. A forwarded email with their name and intentions articulated will work. Please contact Cathy Jenkins at [email protected].