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Self-Study Guides
Direct Mail Solicitation

Introduction

An understanding of direct mail solicitation is essential for anyone involved in resource development. Direct mail solicitation is a proven method for finding new prospects, recruiting an initial gift, and securing ongoing gifts. That is why this topic is one of the fundamental educational programs offered by the Association for Healthcare Philanthropy Foundation and the Association for Healthcare Philanthropy (AHP).

In this guide, you will find practical advice on how to assemble an effective direct mail solicitation package. You also will find information on how to use direct mail solicitation as part of the organization's overall resource development program. The guide recapitulates material covered in "Direct Mail Solicitation" and points you to additional resources to help you gain yet more detailed knowledge of this subject.

Learning objectives

When you have completed studying this guide, you should be better prepared to:

• define the term "direct mail" solicitation;
• identify the components of a direct mail solicitation package and explain the purpose of each;
• distinguish between mass mail and direct mail programs;
• prepare a test mailing to verify a list or refine a direct mail solicitation package; and
• understand the role of direct mail solicitation in the overall resource development program.

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