ClearWord Communications Group

ClearWord Communications Group specializes in "high dollar" direct mail efforts for its clients. High dollar direct mail programs have many benefits not evident in "standard" direct mail efforts. These benefits include: high income potential with relatively low risk projection of a high quality image for the organization prospect losses recovered q... uickly, often in the same year major gift prospects identified and up-graded more quickly greater retention of donors There is a different mindset involved when conducting a high dollar direct mail campaign. Where standard direct mail programs focus on statistics, the focus in a high dollar effort is on individual donors. High dollar programs focus much more on building relationships with donors through the mail. It's possible to invest more in donor cultivation mailings because the potential for major upgrades is so much higher. Of course, personal attention from the organization's leadership is a key component in converting direct mail donors into major gift donors. But much of the cultivation can be done by mail. As a result of the increased attention to cultivation and personal contact, high dollar direct mail programs reverse the falloff in contributions that normally occurs in standard direct mail programs. Taken as a group, donors brought in during a particular year will give more in successive years, not less. (Often, total gifts will be less the second year, but will subsequently increase and surpass the amount given in the first year.) The key is that upgrades more than make up for donor attrition. High dollar direct mail letters are generally longer than standard direct mail and are not "technique-driven. The writing style is less strident than many standard direct mail letters. The financial risk is less with a high dollar direct mail program because of the lower volume mailed in prospecting and the higher average gift. High dollar programs generally mail to lists of donors who've given at least $50 or more previously to another cause. Because of this ...Read More