The nonprofit arena remains challenging due to the economic environment and pressure that many donors are facing with their finances. Therefore, it is critical that organizations maintain contact with their constituents, spreading good news of their successes and stewardship of donations. The most effective marketing strategy for nonprofits to accomplish this is to focus on solid supporters and reach out to them using a mix of direct mail and electronic communications.
Nonprofits should start communications through electronic channels and follow up through direct mail. Electronic channels have their own strengths, which are balanced by the complementary strengths of direct mail. For example, while electronic communication is strong on speed and cost-effectiveness, direct mail is strong on targeted messaging and measurable ROI. In addition, data show that donors found or maintained through direct mail channels are more loyal in giving and easier to find for future campaigns compared with electronic media channels. When used effectively, direct mail can help with fundraising, as well as help drive donors to online channels.
Continuous communication is essential. A national study by Cygnus Applied Research showed that almost one-half of respondents stopped giving to a charity they donated to once before because they did not receive enough information about what was going on after they donated. As a result, it's important to share interesting stories with wonderful, heartwarming examples of where donations have made a difference in the world and use emotionally evocative copy to illustrate this. Social media should also be considered to help maintain contact with constituents and to tell these "success stories."
Finally, fundraising campaigns need to be conducted thoughtfully, with well-maintained lists and carefully managed databases that allow tracking of donations. Remember, mailers that do not comply with the Move Update Standard are now subject to additional postage per assessed piece. That means having valid addresses is more important now than ever.
Remember the importance of seasonal timing as you channel that seasonal drive
Winter best from Jan. 15th to March 15th.
Spring best from March 15th to May 1st.
Summer best from May 1st to June 15th. (Remember that June 15th to August 15th is mostly dead due to vacation!)
Fall best from August 31 to November 15th.
Mail isn’t the newest marketing tool, just one of the most effective We admit it: Direct mail isn’t the latest technological breakthrough, it’s not getting reams of blogger coverage, it’s not on the list of “trends to watch.”
It’s just incredibly effective. Whether you’re using a #10 envelope, a postcard or an intricately designed dimensional piece, mail gets attention and more important generates results you can measure.
But really, that’s just the beginning. Direct mail is also a powerful driver for results across the marketing spectrum. Got a Web site? Direct can drive more traffic and more sales. Got brick-and-mortar sites? Direct can push people to open the door and come inside. Hosting an event? Direct can bring customers to your booth. The list goes on and on.
Point is, direct mail is a highly effective tool all on its own (generating $15.60 per $1 spent, according to Direct Marketing Association research) but pair it with other marketing channels and it can deliver even more amazing results. One example: Studies consistently show that sending a printed catalog in the mail drives additional sales on a company’s Web site (research by Vovici EFM shows 96 percent of brands say their catalog drives online sales).
It’s a good thing, too, because navigating today’s marketing world is no easy feat. You need to be everywhere that your customers are when they’re making decisions — online, at home, in the office — providing information that gets your brand noticed and considered. That takes an extensive set of tools — online and offline — to ensure that your brand is there when they’re making a decision.
That’s why mail is so critical to the success of your brand. Not only can it permeate the barriers that so many other media face (Hey, even you, dear marketer, open your mailbox and take what’s inside into your house right away), but by integrating the other tools in your arsenal, it increases your ability to make the sale and drive additional revenue.
So, it may not be the subject of talk around the water cooler or the buzz on the Net. No worries. Truth is, direct mail remains as effective today as it has been for the past century, driving action, delivering sales and helping marketers get their messages heard.
So, listen to the buzz around all those new apps and technologies. Check out the “emerging media channels” and play around with the newest marketing tools. Just don’t bet your bottom line on them yet.
USPS rate increase Effective Monday, May 11, 2009 The US Postal Service Board of Governors announced on February 10 new postal rates for 2009 including a two-cent increase in the price of a First-Class Mail stamp to 44 cents. — Standard Mail, Periodicals, Package Services (including Parcel Post), and Extra Services — will also change. The average increase by class of mail is at or below the rate of inflation as measured by the Consumer Price Index.. Prices for mailing services are reviewed annually and adjusted each May. The new prices will go into effect Monday, May 11.
