Why charitable organizations should be investing in direct mail
The term "direct mail" is generally synonymous with business marketers leading promotions for their various products and services. A recent survey, however, showed the traditional advertising technique is just as effective for charitable organization.
Conducted by YouGov, a global research group, the study revealed 21 percent of American respondents claimed solicitations via direct mail stood as the initial driver behind their most recent gift. The number becomes doubly impressive when compared to similar solicitations through television, email and social media, which garnered 12 percent, 10 percent and 6 percent of charitable contributions, respectively.
The most glaring hurdle for nonprofits, though, is putting together a quality piece of direct mail that really takes advantage of the medium.
Make it actionable
When crafting a piece of direct mail, especially for a charitable cause, it's important to first consider what the parcel's call to action will be. On more commercial direct marketing materials, it would likely be a sale or temporary promotion, but for nonprofits, the actionable item should focus more on making a monetary contribution or donating time in the form of volunteering. Whatever the offer is, it should be made clear in the message. An effective mail piece will reference the desired action approximately three times.
Be creative, but not too creative
Unlike modern marketing techniques that rely on digital correspondence like social media, direct mail remains unique in that the recipient of the finished product will get to experience the message with all his or her senses. This provides a multitude of options for how to design a piece, and if the author is clever, things could get very interesting. For charitable organizations, however, the message should always play the most prominent role.
Creativity can certainly prove a boon, but nonprofits should be careful to use it as a complement and not a selling point. The most important thing charities can do to influence their audiences is appeal to their generosity with an honest message. Direct mail is a chance for organizations to share their mission and rally others to their cause.
Charitable foundations are sustained by the generosity of others, and direct mail has proven to be one of the most effective means of corralling that support. For nonprofits hoping to maximize the effectiveness of their postal strategies, investing in mailing software is one of the most effective ways to streamline efforts and ensure an efficient campaign.