Undoubtedly, one of the most effective ways for non-profits to raise donations is through an effective direct mail strategy.
- An Effective Direct-mail Sales Letter
- Effective Direct Mail
- Effective Direct Mail Letters
- Effective Direct Mail Letters Examples
- Effective Direct Mail For Real Estate Agent
- Effective Direct Mailing Strategies
- Best Direct Mail Campaigns
Noted marketing consultant Dean Rieck offers seven pointers on sharpening your direct mail’s selling power: Focus on buyers, not responses. “If you try to sell to 100% of your list,” Rieck observes, “you will actually reduce response, because your message will be diluted in its attempt to be all-inclusive.”. Direct mail feels outdated. But direct mail is still a great way to reach your audience, grab their attention, and connect with them on a personal level. In 2016, The Data & Marketing Association reported that the direct mail customer response rate increased by 43%. Even better, the prospect response rate increased by 190% compared to 2015.
According to the Direct Marketing Association (DMA), direct mail can pull in response rates as high as 6% or as low as 1%. With such a gap, it is easy to see why many companies have lost their faith in this very popular marketing practice.
The direct mail strategies that worked in the past, are no longer as effective as they used to be, but taking advantage of these modern direct mail strategies for charities and non-profits will super-charge your fundraising efforts.
1. Past Donors
It is much easier to fundraise from existing donors than it is to get it from new donors. Your return on advertising spend will be much higher.
Show your donors the impact that their contribution has already made, and how much bigger that impact would be if they offered more support.
2. Thank you Letters
Let donors know how thankful you are for their support, and how much their donation has contributed toward your cause.
Reminding donors how much they’re donation is helping your non-profit will improve the life time donation and likelihood of the donor being engaged in the future.
Research shows that direct mail is particularly good for this as it creates a real physical connection that can’t be replicated with email.
3. Personalised postcards
An Effective Direct-mail Sales Letter
Try sending personalised postcards as they will attract more attention, and yield higher responses rates that sending generic post.
You can use Postary to easily create this type of personalised postcard campaign to your donors.
This will work well when combined with any of the other strategies mentioned here.
If you have a fundraising event, you can use direct mail to promote the event.
Tip: 85% of people will either not open or not pay attention to charity email marketing *. Send direct mail 5 days after sending email invites to see the boost in responses.
The direct mail can also double up as an entry ticket to the event. The physical ticket acts as a strong reminder for the event as it sits in the house for on average 17 days.
5. Give a Gift
Sending a small gift to donors is a nice gesture, try to keep the gift relevant as when the gift is relevant it can have a huge impact.
For example, check out the washing up gloves by Greenpeace:
Or this pillow by WWF
These types of gifts are very shareable on social media which will increase your exposure. The nature of the gifts is such that they are useful so the donor will always be reminded of your cause.
6. Remind of previous donations
Effective Direct Mail
Reminding donors about their previous donations gives you the opportunity to show them how of a contribution they’ve made (and therefore a reason for them to keep donating).
Do this effectively by showing numbers, telling stories, and making it clear that it couldn’t have been done without them.
Using personalisation here is extremely effective (See tip 3)
7. Trigger Emotion
The example above is a controversial one, but it’s a good idea to use softer emotional triggers to communicate your story.
For more incredibly clever direct mail examples see this list of examples.
Communicating via story telling is a great way to build an emotional connection about your non-profit’s history and vision for the future.
Every story has the same basic parts:
- There is a problem in the world which needs to be solved
- If the problem continues the problem will cause harm and distress
- You (the donor) can solve this problem by working with us
9. Prospecting regional donors
Direct mail is also effective for acquiring new donors. For regional non-profits in particular you can attain mailing lists from your local authority from the open electoral register.
10. Reactivate lost donors
4/5 Donors will not donate again. This is a huge problem, but with the right message, you can encourage a lot more of these people to donate again.
The messaging you use to communicate with these people will be different, as they are already aware and for some reason have decided to not donate again, or have passively not taken action to do so again.
11. Cross channel
Effective Direct Mail Letters
Heroku brew. Combine direct mail with your digital strategy so they work together. For example, promote videos for an event on social media, send event information via email and drive the call to action with a sticker pack for direct mail.
Effective Direct Mail Letters Examples
People are much more likely to take action if they see your message repeatedly across multiple channels. When you combine direct mail with digital channels, you will massively increase its effectiveness.
12. Postcard marketing
Sending postcards or flyers are great because they are so visual, tactile, and easy to produce and can be personalised for each donor easily.
They’re the most cost-effective form of direct mail so therefore will be likely to drive the highest ROI.
If you want to create a postcard campaign quickly and easily, consider using Postary. Simple create your design, import your mailing list and we will print, send, personalise and track your direct mail campaign.
Contact us to learn more about our design service, how features like QR Codes and dynamic personalisation can improve the performance of your campaign.
While sending an email is as easy as “click and send,” physically holding something in your hand envokes a very different emotion. According to The Data & Marketing Association, in 2016, the direct mail customer response rate increased by 43%, and it has continued to grow through 2018. Additionally, the prospect response rate increased by 190% compared to prior years.
In a world of digital everything, these stats might be a bit surprising. However, direct mail can be a huge bonus for your business and those you aim to serve. We’re breaking down how effective direct mail marketing is in the digital age, and five reasons your business should incorporate it into your marketing plan.
5 Reasons Direct Mail is an Effective Strategy for Your Marketing Strategy in 2020
Effective Direct Mail For Real Estate Agent
1. Direct mail allows businesses to target their customers more precisely than digital.
How often do you check your junk or spam folder? Probably never. This is where your emails might end up, and it’s also the reason your open and delivery rates are not what you think they should be. Yes, targeting your audience digitally is “easier,” and of course, you can segment your lists, but for direct mail, tools like the Every Door Direct Mail UPS feature allow you to control your audiences by targeting their physical address and learning additional information about your locations. For example, if you’re a fashion brand, the northeast may favor colder weather fashion than your customers in places like Florida during the winter months. But more importantly, you have physical targets like addresses that you can rely on versus trusting the sometimes obscured digital targeting that spaces like social media may give you.
Additionally, with direct mail, it shows up in their mailbox—not their inbox—and people are more likely to open it since they have to physically touch it to remove it from the mailbox. Again, since you can pull addresses in so many different ways, you can target more potential customers instead of relying on them to sign up for your emails in the first place. And let’s be honest: Isn’t it kinda’ fun to get mail that’s not a bill? And when you apply all your digital graphic and visual know-how to your direct mail, you’ll have customers excited to see what it’s all about as soon as they see it in their mailbox.
2. Direct mail complements your digital campaigns. Since it’s optimal to involve as many marketing tools as possible to attract the most customers, direct mail is an important marketing mechanism you don’t want to leave behind. It’s easy to marry your direct mail with your digital marketing, creating a marketing match made in heaven. For example, you can send out a direct mailer with your sales campaign, include a scannable code to a website or video that further explains your campaign, this website or video can ask the customer to do something related to the campaign, and lastly, invite customers to post something specific on social media using a certain hashtag. The more involved you can get your customers, the better, and their involvement can actually increase your marketing reach! Win-win!
3. Direct mail gives you more creative options. What business doesn’t want their marketing offerings to be as memorable as possible, grabbing a customer’s attention from the get-go? With direct mail, the creative possibilities are pretty much endless. You can incorporate custom folds, die-cuts, scannable codes (like we talked about above), coupons for discounts or even free items, special coatings, pop-ups, different textures, hidden messages, smells, maps…the options are only limited by your creativity. And here at Hygrade Marketing, we can work with you to become a Visual Marketing Master, so click here to see our vast list of direct mail offerings and other marketing products.
4. Direct mail is becoming less common, so it’s less saturated than the digital space. Since a lot of businesses are choosing to forego the direct mail route and opt for more digital-based marketing instead, your direct mail can really stand out when it appears in your customer’s mailbox. As can happen with digital marketing, your direct mail won’t get lost among the many emails vying for attention in your customers’ inboxes, and again, the more visually pleasing it is, the better as far as engaging customers in your direct mail campaign success.
Effective Direct Mailing Strategies
5. Direct mail doesn’t age discriminate. Whether your customers are in their twenties or in their nineties, you can reach all of them through direct mail. Everyone has a mailbox, so you already have a captive audience, so to say. And with digital marketing, it’s more difficult to target a certain age group—the older folks, for example, who might not be as tech-savvy, and you’ll need to change up the same digital marketing piece to reach different demographics (Facebook vs Instagram vs TikTok and so on). With direct mail, you can target all age groups with one mailer, saving time and resources.
Best Direct Mail Campaigns
Want more information on how we can help you up your direct mail game? Fill out our Contact Form, and we’ll work with you to create direct mail products that will WOW your customers the minute they see them in their mailboxes!