The Strategic Fundamentals of Launching Your First Direct Mail Program (or Another New-to-You Channel)

Ready to launch your first direct mail program or dive into a new direct response channel but not sure where to start? You’re not alone.

This session is designed for fundraisers taking their first steps into broad-scale direct response. With firsthand insights from the National Coast Guard Museum Association and the University of Illinois Cancer Center, both currently launching new direct mail programs, we’ll explore the essential building blocks to start strong and avoid the pitfalls that often derail new efforts.

You’ll walk through the key strategic questions every new program must answer:
• Why: How to build a compelling case for support and long-term projections to gain leadership buy-in
• What: How to shape your messaging and initial offer
• Who: How to identify, audit, and prioritize your core audiences
• When: How to map your first solicitation plan
• How: How to coordinate across departments and push from planning to launch

Whether you’re seeking institutional alignment, practical guidance, or a road map for rollout, this session will help you build internal momentum and external traction to grow your fundraising impact.