February 2004

Q: I tend to think, with all the media we're exposed to — print and electronic — that it matters very little these days when you mail to donors. Maybe you want to avoid July and August, but I'm not even sure about that. Do you agree?

A: You are correct. It matters very little when you mail to donors. In watching the mail for more than two decades, we haven't found a time when it makes sense not to mail. Most organizations also find it very helpful to have a constant, steady flow of incoming contributions. Indeed, one of the values of direct mail fundraising — especially for organizations that receive lots of grants or have government contracts — is that it provides cash flow, that steady stream of unrestricted revenue that pays salaries and rent.

To be sure, there are times of the year when the flow of contributions ebb and when donors and prospective donors seem less responsive. But, in my experience, those periods vary from organization to organization and from region to region. For some groups, the July-August summer vacation period does spell a slow down. Other clients we work with have their second most productive giving season in July. (We'll talk first about the most productive season.)

The most important reason to send out mailings throughout the year is that you don't really know when your donors or prospective donors are pre-disposed to give to your organization. Or even when they are going to be home. The overwhelming majority of your donors are older; a narrower majority are retired or semi-retired. They often plan their travel to avoid the summer months when families are clogging the highways and byways. And who can predict when they might just pick up and go visit the grandchildren for two weeks?

One of the terrible truths about direct mail is that someone has to open your mail, so you have to mail often enough to catch someone at home.

Another terrible truth is that charitable contributions come last in financial priorities. Almost all Americans give what they perceive to be discretionary income — what's left over after food, shelter, and health care are covered. The good news is that millions of Americans — especially those whose children are grown and those with homes and other assets — do have immense discretionary income. The even better news is that they enjoy using that income to support causes and projects they care about.

But that good news still puts you in a bind because many factors affect an individual's perception of their discretionary capacity. The "revenue river" widens and narrows throughout the year, as real expenses make their demands and as pension checks, dividends, and other income sources fluctuate. Even more challenging to the fundraiser is that irrational factors have an even greater influence. For example, illness could prompt anxiety about whether discretionary income should be saved for a long-term convalescence. Or a rise in the stock market could lead a donor to suddenly feel wealthier and more willing to write your organization a $100 check.

To account for this variability in your donor's discretionary income, it's important to provide opportunities throughout the year for them to make contributions.

Sending mailings to your donors at least six times a year has an additional benefit. Many of them — at least ten percent and perhaps as many as 20 percent — prefer to make several contributions to your organization. They derive real satisfaction from supporting your work, and they like to express that support more than once a year. They may also have seemingly irrational "limits" to what they'll contribute at any one time; they'll gladly send four checks of $250, but never a single gift of $500.

So, it's true you don't have to worry about which months to avoid mailing. In fact, you should look at every month as a mailing opportunity. Of course, you don't want to send mailings to those donors who have requested to receive a mailing only once a year. And you certainly don't want to send more than two or three mailings to those who haven't given for some time or to those who make very small gifts. Mail less frequently — using cheaper mailings — to your less responsive donors so that you can afford to mail more frequently to those who enjoy giving more often and more generous gifts.

It's important to say, too, that even though there probably aren't months of the year you should avoid, there are times when you absolutely should send out mailings. Americans do give throughout the year, but a larger percentage make contributions and make bigger contributions in November and December. January is a time when many gifts are sent — perhaps to express hope and commitment for the New Year. So, if staff time and expense budgets are constrained for your organization, then by all means drop a mailing or two in your "dry season." It's ideal to mail all year round, but if you're forced to make a choice, early November, early December, and mid-January are the times when donors need to receive your mailings the most.