Today features the non-profit organization, Ducks Unlimited. DU is a wetland and waterfowl conservation organization built on matched funds originating from membership donations. Because membership is so important, especially acquisition of new members, their direct mail kits need to reflect back on their readers to make them feel important. In the non-profit space, large flat kits filled with items trend high at performing extremely well.

This kit includes so many components including: a buckslip that features a premium (the free jacket), reply device combined by perforation with the Customer Return Envelope (CRE), letter with a fold up perforated certificate and an affixed premium sticker to attach to the reply device, return address name labels if you send letters by mail (which I still do) and lastly, two design prints painted by two different artists. Below is a photo breakdown of all of the components so you can see how incredible this kit is packed.

Many non-profit organizations will include freemium items. Freemium is a term that describes items in a direct mail kit that are free to the readers. In this case they are the name labels and the two artist painted reproduction prints. Also, non-profits will include incentives to become a member and donate, which we call premiums. In this case the premium is the DU free jacket.

One important data point that the industry tracks is cost of customer acquisition. This is generally how much money the company needs to invest for a person to become a new member. Typically, most non-profit organizations have a good understanding on what that number is for a bottom tier member donating the entry amount, and accounts for that when it comes to investment in freemiums and the additional premiums.

If you are a non-profit organization, it’s highly suggested to have some sort of incentive for people to become new members. This way the road to donation is a two way street and there’s a reward for making a contribution.