The power of maps to drive your fundraising

Lift Monday: A series about the art and science of “Lifts” in direct mail fundraising.

Liftmonday

Here’s one of those odd truths that will do you some real good:

When it comes to direct mail lifts, one of the most dependably positive things you can use is a map.

Maps just work.

I really don’t know why, just that they do.

It can be a map of anything: the world, a country, a region, state, even a village or neighborhood. And it needn’t be a map in the strict sense. Here are some “maps” I’ve used in fundraising direct mail:

  • A floor plan of a facility the donor could help pay for.
  • A diagram of a piece of medical equipment.
  • A diagram of a vegetable garden.
  • A cross section of a human heart (for a health offer).
  • A conceptual “map” outlining the options for someone fighting a disease.
  • A map showing the daily wandering of an endangered reptile.

It seems a map clearly communicates “this is real.”

Give it a shot.

Here’s a charming map that shows a local community as seen by a child. It was a lift used in direct mail by ADRA (the Adventist Development and Relief Agency). I love this!

ADRAmap

Read the other Lift Monday posts


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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