How often should I mail to my donors?
ARTICLE
A well-timed newsletter keeps your mission visible and reminds supporters that their generosity is making a difference. But it takes effort. Writing, designing, proofing, printing, gathering your list, mailing... it all adds up. When your time and budget are limited it's easy to wonder: Am I doing this too often, or not enough?
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Finding the right mailing rhythm is about what is sustainable long-term and what makes an impact in building lasting donor relationships. It isn't just activity for the sake of activity. That's why the first place to start when answering the question "How often should I mail to my donors?" is the purpose of your mailing.
Start with the End in Mind
Before examining the frequency of your mailings, think about the purpose of them. Your newsletters and postcards can serve many different purposes. You can use them to educate on the mission of your ministry. You can use them to report the impact that is happening. You can use them as a means to raise more support or even simply to just express your gratitude.
Each function is meaningful and matters. However, if you don't thoughtfully consider the purpose of your mailings, the intended result may never be realized.
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When each mailing has a clear objective, it becomes easier to justify and plan. Here are some ideas of donor outreach objectives:
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Share Impact
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Raise Funds
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Express Gratitude
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Invite Participation
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Build Trust
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Provide Accountability
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Equip and Encourage
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Take some time to brainstorm your own and think about what objectives make the most sense for your ministry communication right now. Then you can start building out a plan and strategy.
Crafting your Mailing Schedule
The honest truth is that there is not one answer to the question of "how often should I mail to my donors?". Each situation is unique and there are multiple factors to take into account. The size of your team, seasonal capacity, budget, and ongoing needs can all play a role in your mailing frequency.
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In most situations, we would recommend a quarterly mailing. Mailing 4 times a year is enough to keep your donors well informed without breaking the bank. We suggest building your schedule around events in the life of your ministry that build natural momentum for you to reach out.
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The beginning of programs (think events, classes, trainings, conferences, etc.) is a great time to invite participation and ask for support. The end of programs is a great time to share impact, provide accountability, and build trust. Major holidays are a great time for a personal touch that expresses gratitude.
A little strategic thinking goes a long way. Be thoughtful about your mailing plan, but don't overthink it. The quickest way to mess up staying in touch with donors is to not do it at all.
Consistency is the Key
Reaching your donors with physical mail is just one of the many ways you can reliably stay in touch with them. At the end of the day, that's the goal. A donor who hears from you regularly is more likely to stay engaged than one who only hears from you sporadically.
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When updates are inconsistent, it’s easy for your ministry to drift to the background. When donors come to expect a newsletter each quarter, or a postcard each season, it builds familiarity. Over time, that familiarity fosters trust.
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The best mailing schedule is the one you can maintain over the long haul. Start with what’s realistic for you and your team and stick to it. Consistency sends a powerful message that your mission is steady, your communication is thoughtful, and your supporters matter.
Get in touch with our team to learn how we can help facilitate your mailing schedule.