Data-Driven Fundraising Mail Campaigns
With hundreds of clients and over 65 years of experience, Webster understands the unique dynamics of the non-profit industry, and how to drive dependable marketing results utilizing highly focused direct mail campaigns; tailored to your needs. Leverage our in-house graphic design, printing, data services, mail processing, and postal logistics for successful fundraising direct marketing campaigns with quantifiable ROI. Speak with a Webster Non-Profit Expert Today!
Get A Quote5 Best Practices for Nonprofit Direct Mail
1. Use Emotions
Direct mail is tailor-made for nonprofits because people connect with a cause, a charity, or organization on an emotional level – and unlike other sectors – are far more likely to admit to it. Many are very proud of it.
2. Tell Your Story But...
Good fundraising is all about telling stories. Stories about needs, wants, successes, failures, can be powerful. But for some of the best possible impacts, let those who benefit from your organization talk about impacts. How has your organization’s work made a difference in their life? They should be specific and personal as possible about impact.
But here’s the thing – the donor is the hero.
Remember that emotional connection I talked about? It’s not all about you (the nonprofit) but about them. Help people feel that they are the one who makes solutions possible by donating money or joining a cause. This positive approach puts the donor in control.
3. Stand Out in the Mail with Envelopes
The right direct mail format can greatly serve your needs. Remember the purpose of the carrier envelope, other than preventing its contents from spilling out onto the street, is to get itself opened. To accomplish this for your nonprofit, you can choose from several tactics. For example, an interesting teaser on the front of the envelope that leverages one of the emotional copy drivers is very effective
4. Make It Personal with VDP
It used to be that personalization in direct mail consisted of plugging a name, an address, but not much else. This was supposed to make your donors or members feel special.
The big problem here is that this is not a personal approach. It is awkward and cold, and not conversational at all. With all the data or information, you collect about your donors, you should be able to enrich your relationship with them and build their loyalty.
How?
We have all seen how some companies and organizations speak to people one-to-one with digital communications, so it’s time to apply at least some of that personalization to direct mail using variable data printing (VDP).
VDP lets you customize copy, graphics, offers, and calls to action specifically for each audience of one. For example, you can recognize a member’s past donations and offer to upgrade them to a higher level with various gift ask amounts (and benefits) to match.
And loyalty is incredibly important. Studies show that it costs about 5 times more for a nonprofit to acquire a new donor than it does to keep one. With a smart and successful retention strategy, you will save money, and be able to invest your savings in other areas of your fundraising.
5. Drive Web and Social Media
How do you begin online relationships with your donors? With print! A good direct mail piece builds a foundation for people’s hard-earned trust (and money). That’s a difficult task to pull off with digital communications when email and social media all look the same on a computer or smartphone screen.
A printed mailing that follows the other practices outlined in this post sparks interest, curiosity, and for current members, deeper loyalty in your organization’s mission. But it doesn’t have to stop there. You can make it a bridge to your social media and web messaging and campaigns, as well as a way to take care of more practical tasks like providing a way to renew a gift or membership.