Direct mail is as much an art as a science. Many direct mail houses track all kinds of direct mail variables—type face size or color, envelope design, postscript, salutation language—to determine which influence more positive responses.

Small organizations can go mad trying to decipher it all. But you can learn from the pros by making sure you follow direct mail best practices. Mail early and often. Use short sentences. Use premiums if you can afford to. Share your mailing lists with other nonprofits. Say “THANK YOU” quickly and in a number of ways. Track your response rate. Segment your mailings.

Don’t miss out on this important fundraising method. Direct mail often leads to recurring gifts and helps identify major donors and deferred-giving donors.