At Membership Plus we recently spoke with Darren Worthy, Senior Individual Giving Manager at YHA, about what makes appeal mailings effective. YHA is a 95-year-old charity helping people, especially young people, access the outdoors through a network of hostels across England and Wales. Their approach to appeal mailings combines careful segmentation, strong creative and a mix of print and digital channels.
Darren makes a simple point about direct mail: “If you get an e-mail, it’s very very easy to get distracted.” That is why YHA still finds direct mail so powerful. Physical appeal packs land on the doorstep and act as a persistent reminder. When paired with email and QR codes that link to donation pages, a printed pack becomes part of an integrated campaign that lifts response rates.
Segmentation is key. YHA separates recent donors, supporters who have given unrestricted gifts, and members who have not yet donated. Each group receives tailored messaging that speaks to their history and likely motivations. For higher-value supporters, YHA adds a personal touch. “For people that give over £500 we make sure that they’ve got a named person in that card and they’ve got a phone number and an e-mail address,” Darren explains. That one-to-one option can unlock further generosity.
Practical stewardship also matters. YHA balances handwritten thank you cards for larger gifts with printed acknowledgement for others, and they use CRM flags to suppress fundraising communications for people who return or refuse mail. This reduces waste and protects supporter relationships.
The result is a thoughtful, evidence-led approach that treats members and supporters as people, not segments. If you are considering printed appeals, Darren advises partnering with a supplier who understands postage optimisation and tracking, and who can help you close the feedback loop when packs are returned unsigned.
Watch the full interview with Darren below to hear more practical examples and campaign results. If you would like help designing an integrated appeal mailing, get in touch with Membership Plus and we will show you how to combine print, digital and data to drive impact. For all the latest news from Membership Plus see more here.
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