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GO RIGHT – GO BIG ● Blog Post #26



Post #26

September 5, 2023

Starting with the COVID pandemic in 2020, postal mail costs are up about 25%. Small dollar donations ($200 and under) are down about 25%. Therefore, most all of us can use some help.

Here are more ideas.

  1. List co-ops. Use a list co-op to enhance your prospect mail. This will allow you to identify the 20-40% of the names that are least likely to donate, thereby significantly reducing the cost of your mailing but only slightly reducing your income.

  2. Predictive dialing phone calls. Every 2-3 months record a 30-40 second phone call from the person who signs the letter explaining the importance of the mailing they are about to receive. This will increase your gross income with very little added cost.

  3. Email. About the time that donors are receiving a housefile mailing, send them an email urging them to respond to your mailing. This will increase your gross income with very little added cost.

  4. Monthly giving. If you do not have a monthly giving program, start one. To help you understand best practices, I recommend reading Monthly Giving Made Easy by Erica Waasdorp and/or Hidden Gold by Harvey McKinnon.

  5. Develop a unique digital landing page for each new housefile and/or project. Remember about 1/3 of the people who consider donating will first go to the internet to check you out. They may go to your website and/or a search engine.

  6. Pubnote. Since you will need to write and print postal mail far ahead of time, it may be out of date by the time you mail the letters. A partial solution to the problem is to include a pubnote, usually 7 X 10 and 8 ½ X 11 that includes current information that is signed by someone besides the letter signer. Because it’s a small piece of paper and easy to print, this can usually be printed shortly before the mailing is inserted.

  7. Buckslip. The typical Buck Slip is 3 ½ X 8 ½ and is not signed. Sometimes they have a marketing message on both sides. Sometimes the state disclosure is printed on the back side.

  8. Newsletters. An organization’s newsletters are important for a number of reasons, including they allow you to be in touch with your donors without always including a strong appeal for money. It’s okay to ask for a donation in a newsletter, just make it a soft request, and also have a section of the newsletter that encourages them to include your organization in their Will.

Next week, we’ll continue with more suggestions as to how to increase your income and reduce the costs of your direct mail program.

This free post is brought to you by American Target Advertising™ (ATA) and American Mailing List Corporation™—“ConservativeListsRUs.” ATA was the world’s first conservative direct marketing agency and still is the largest with over 85 team members (increasing to 135 by 2024) that will mail over 300,000,000 postal letters in the 2023-2024 election cycle for 40+ clients who will receive over 7,000,000 donations from over 2,500,000 unique donors.

​Much of the information in is from Richard A. Viguerie’s new book, GO BIG – The Marketing “Secrets” of Richard A. Viguerie. Copies for yourself or as a gift can be ordered at or, or at your favorite online bookstore.

If you wish to buy copies to be given free to high school or college students to encourage them to seek a career in conservative politics/marketing, go to

To subscribe FREE to GO RIGHT - GO BIG blog, click here.

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