Posted By Seamus Barton
How Nonprofits And Charities Can Benefit From Direct Mail MarketingNon-profits and charities depend on support and funds from donors and well-wishers to keep their organization running. Out of the different forms of marketing available, direct mail advertising provides one of the best ways to engage your donors, increase their giving, and grow your donor database. Here are some reasons why direct mailing works:
- It is personal Studies show that prospects are more likely to respond to marketing materials if they can hold them in their hands. An effective mail piece can deliver your message directly into the hands of your target audience. Giving your prospects something tangible makes your advertisement more personal – something that is harder to achieve through digital advertising.
- Can be targeted Direct mail advertising can be narrowly and directly targeted with extensive coverage compared to digital marketing. This can be particularly beneficial for charities looking to segment their market based on their location, income, age, children, buying or giving habits, and other specific criteria. With better targeting, your message can be tailored to your prospective donors, allowing you to create a better emotional connection.
- Promotes engagement When the success of your projects is largely dependent on the goodness and kindness of your donors, it is critical that you not only make them feel appreciated, but also show them how much impact their contributions have made. Follow-ups are critical components of fund raising, whether you simply want to ‘check-in’, say ‘thank-you’, or send an update of new successes. Sending direct mail pieces to your current donors is a good way to show your appreciation and stay at the top of their minds for the next round of fundraising.
- Easy call to action
Using the right mail pieces can help to relay important information without appearing pushy. For instance, you can use a mail piece to ask for something specific that you need to buy, or to express a matter that needs urgent financial attention in a visually and psychologically appealing way. You can even suggest donation amounts with the benefits that each contribution has. For instance, you can state that:
- $100 will buy bedsheets and essential toiletries for 2 children
- $50 will go towards drilling a borehole for self-sufficiency, etc.