Charity direct mail means posting addressed appeals, thank-you letters and updates to supporters. It works when the letter tells one clear story, asks for one specific action and goes to people who have agreed to hear from you.
Overview
Many supporters, particularly long-standing ones, are used to hearing from charities by post, and a well-written letter can carry a story in a way a short email cannot. Post also suits thank-you letters and impact updates, which build the relationship between appeals.
Fundraising communications carry extra responsibility. Follow the Fundraising Regulator's Code of Fundraising Practice, respect any request not to be contacted by post, and make it easy for supporters to change their preferences.
When to use it
How to start, step by step
- Segment your supporters. Separate recent donors, lapsed donors and event supporters. Each group needs a slightly different message.
- Respect preferences. Remove anyone who has asked not to receive post, and check your list against your records before every mailing.
- Tell one story. Focus on one person, place or project, explain what a gift does and make one clear ask.
- Make responding easy. Print a short donation URL or QR code and a phone number. Use a distinct code per appeal so you can count responses.
- Approve and send. Check the exact print file, including names and the opt-out wording, before it is printed.
Which format to choose
| Use | Format | Why | From, per item |
|---|---|---|---|
| Appeal letter | Letter — A4 | Space to tell a story and sign it personally. | £1.90 |
| Thank-you or impact update | Postcard — A5 portrait | A short, warm message with a photo. | £2.20 |
| Event invitation | Postcard — A6 | Compact and low cost per item. | £2.15 |
Prices come from the live AutoLetters price list. They include printing and UK postage, are the same at any quantity, and have no VAT added because AutoLetters is not VAT registered.
Worked example
Illustrative scenario, not a customer case study. A local charity sends a winter appeal letter to 1,000 existing supporters. The letter tells one family's story and includes a unique appeal code for counting gifts.
1,000 × Letter — A4 at £1.90 each = £1,900.00, printed and posted.
Response depends on your list, offer and timing, so we do not quote response rates. Measure your own with a unique code or web address.
Mistakes to avoid
- Mailing people who asked not to be contacted by post.
- Several asks in one letter, which dilutes the response.
- Only writing when asking for money; thank-yous matter too.
- No appeal code, so you cannot tell which mailing worked.
Preparing artwork that prints correctly
Every format has a trim size, a bleed area and a safe zone. Extend background colours and images into the bleed so no white edge appears after cutting, and keep text, logos and QR codes inside the safe zone. Use images at 300 DPI at printed size, and leave the address area clear, because the printer adds the recipient's address there. Each product page lists the exact supplier measurements, and Lenny checks uploaded artwork against them before you approve it.
Building a list you can use
You can send to a list you already hold or to an audience of UK addresses built around a postcode. If you use your own list, include only people you have a lawful basis to contact by post, remove anyone who has asked not to hear from you, and keep a record of where the data came from. The Information Commissioner's Office publishes guidance on direct marketing under UK GDPR. Check that every address is complete and current: incomplete addresses cost money and do not arrive.
Measuring the result
Decide how you will count responses before you send. A unique discount code, a short web address, a dedicated phone number or a simple “how did you hear about us?” question all work. Divide the campaign cost by the number of responses to get a cost per response, then compare it with your other marketing. Where you can, hold back a small group from the mailing, so you can see how many of them would have responded anyway.
How AutoLetters handles it
Lenny, the AutoLetters AI campaign specialist, helps you choose a format, drafts the wording and artwork to the printer's exact measurements, and helps build the audience: either UK addresses around a postcode or a list you already hold. You review a print-accurate preview, then approve the exact print file. Nothing is printed or posted until you approve it.
AutoLetters sends addressed mail to UK addresses only and does not offer unaddressed door drops. Postal delivery timings are not guaranteed.
Questions
Can AutoLetters do unaddressed door drops for charities?
No. AutoLetters only sends addressed mail to named UK recipients.
Is VAT added to charity orders?
No. AutoLetters is not VAT registered, so no VAT is added to any order.
Plan your campaign with Lenny
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