Too much communication?

Direct mail is a topic so close to the heart of all fundraisers but when you are starting out on your fundraising path you might ask the question “how many times should I be sending out communications to my stakeholders?”



I think the simple answer is that you send out as many mailings as your donor’s want to receive. So this means asking them!


Some organisations set up systems that allow for once a month pledges. Others communicate only a few times a year, one of which would be around the publication of their annual report. Not all communications needs to be a fundraising ask, once or twice a year it might be a copy of the stakeholder newsletter.

Campaigns are often based on time of the year, tax time or Christmas appeal for example. This might be supplemented with a special appeal for a crisis situation or a response to an emergency.

Some organisations that have multiple mailings each year may segment their database so not everyone gets every single communication. I know of one organisation that gives donors a pass for the next appeal. If they have responded to a particular appeal, they are not mailed for the next appeal.

Writing to regular donors is another contentious area. Some organisations will not send ordinary appeals to regular or recurrent donors. Sometimes this is a deliberate strategy not to over communicate with people who have already demonstrated their loyalty. However this must be balanced with a lack of communication which leaves regular donors thinking you don’t care any more. It’s especially important to build loyalty with recently acquired donors, particularly if you secured them through face to face or telemarketing or even on line. These donors will quickly leave you if you don’t build a more personal relationship with them.

There is no easy answer to “how many times should I communicate?” But my recommendation would be to err on the side of caution. If you communicate too much, the donor will probably tell you, and that’s good because a donor who calls up is one of your most loyal supporters! Communicate too little and the donor will think you don’t care!