How nonprofit organizations utilize direct mail for fundraising
The nonprofit sector has been one of the most stable users and beneficiaries of direct mail for marketing and fundraising. The Direct Marketing Association's "2013 Statistical Fact Book" outlines just how much charitable organizations use mailings to reach members as well as donors.
Greater investment in direct mail
In fact, the volume of information that nonprofit organizations distributed through the mail increased during 2011. With more than 13 billion direct mail items in circulation throughout the year, donors were given access to an expansive amount of information. Philanthropic enterprises that develop their fundraising strategy with address verification software will likely see a higher return on investment.
Donors want to feel a personal connection with the organization they may have supported in the past or are considering whether to contribute to. Another component that can influence the effectiveness of a fundraising drive is the type of mail piece the organization uses to reach donors. Almost across the board, the number of recipients reading letters, postcards and flyers has dropped over the past 20 years. However, households have begun reading newspapers and magazines at a higher rate. In 2010, 40.7 percent of households read these materials when nonprofit groups delivered them, but in 2011, that number increased to more than 43 percent. This is likely because more than 60 percent of households believe newspapers and magazines are useful.
Create custom content
However, this depends on the approach the philanthropic group takes to developing periodicals and direct mail materials. For example, 56 percent of the mail delivered by American Association of Retired Persons was categorized as advertisements. Ads likely won't resonate with donors. However, the format of magazines and other types of periodicals gives nonprofit groups a lot of flexibility in what they print.
The philanthropic advocacy website npEngage stated effective campaigns benefit from using professionals, whether they are photographers or writers. Most nonprofit groups have staff dedicated to communications and marketing, but there are individuals from an academic background who can help create content that is accurate and targets the particular mission or goal the organization is aiming to promote.
Moreover, donors appreciate this form of direct mail because of the detail and insights they can gain from reading well-constructed pieces. Many individuals turn to the Web and social media for abbreviated information, like the content presented though the microblogging site Twitter. However, donors need clarity and coherence if they're going to contribute to a charity or foundation. As a result, mailing software can improve nonprofit groups' chances of success with fundraising efforts.