PIETA

CARE DIRECT MAIL

Pieta first opened its doors in Lucan, County Dublin in 2006. Since then they have seen and helped over 58,000 people in suicidal distress or engaging in self-harm.  This summer we started work on a series of projects in their individual giving programme which are aimed at deepening their donors engagement and commitment. The first project was a care mailing which was sent in both print and EDM formats. We know that the key driver for new donors to give a second time and possibly more often is influenced by how well they are thanked. As a guiding principle you should always aim to thank donors not only once but on several occasions. For example, when they donate, in their care mailing, in the letters they receive with follow up requests and opportunities to support the cause or service. As an agency we have been producing care and thank you mailings for over a decade and we can’t emphasise enough that they are a great driver for impact. In your care mailing you get to tell your donors the impact of their donations and so you challenge directly one of the great causes of supporter attrition – ‘I don’t know where my money went, I don’t know what difference it made, they never told me’.