Is Direct Mail Dead? Here’s Why Fundraising Experts Say No
In today’s society, digital communications have become the norm. This doesn’t mean that direct mail is dead! Nonprofits looking to stand out from their competition incorporate both virtual and direct mail marketing into their strategies.
When you implement direct mail marketing, your team is sending a fundraising appeal to a potential or existing supporter’s mailbox. These are effective for asking for a donation, announcing an event, or reporting on progress toward your goal.
Our GivingMail nonprofit fundraising overview confirms that physical mail should be a main component of your multi-channel marketing strategy. The biggest benefit of sending a letter is the chance to motivate donors with a story about your cause. If your team is still on the fence about sending direct mail, consider the following facts:
- Direct mail can have a median ROI of 29%.
- People remember print better than digital communications.
- Direct mail can be combined with digital strategies.
- 70% of donors feel more valued with direct mail.
With this compelling information, your team has all of the right reasons to implement direct mail into your next fundraising strategy. Let’s dive in!
Direct mail can have a median ROI of 29%. (source)
Direct mail is absolutely worth it when you use it as a working part of a well-defined marketing strategy—especially when you consider it has one of the highest ROI of any fundraising channel..
Your ROI relies on the effectiveness of your messaging, so write your mailers with specific goals in mind. Think of how your wording can raise brand and campaign awareness. Try incorporating these tips into your writing:
Send it to the right people.
Foremost, your letters should be going to the donor segments that are inclined to respond well to your letter. To start this process, you should segment your audience using your donor’s data, paying attention to those who want to receive direct mail vs. those who don’t. You don’t want to waste time and money sending materials to people who are not likely to engage with your appeal.
Hook your reader from the start.
The opening lines of your fundraising letter will make the difference in whether it’s read or not. In choosing a hook, try catering to your reader’s interests and concerns. Use compelling language and create interest surrounding your topic. Depending on your mission, you’ll be able to open with a line such as:
- A moving statistic
- A call to action
- A question
- An anecdote
With these, you’ll grab your audience from the start, and increase the chances they’ll want to find out more about your cause and even contribute their own hard-earned dollars.
Speak directly to your reader.
Focusing on your reader can help increase their likelihood to participate in your cause. Write directly to the recipient and explain why you’re choosing them to be your audience and how their participation can benefit them. Include details about volunteering and giving opportunities and how they can be the hero of your campaign.
Effectively writing to your reader will involve including inclusive language such as “you”, or “our”. For example, write: “Your support has helped feed X families in need,” rather than “The organization has fed X families in need.” The personal approach is always the more effective option when calling readers to action.
End with a clear call to action.
Make the point of your letter obvious to readers. Don’t be afraid of conversational calls to action, such as, “What does this mean for you?” or “Here’s how you can get involved.” They’ll feel inclined to help out, and it’ll feel natural and conversational rather than formal. Be sure to include resources for how to give and get involved, and offer a method of contact for questions and concerns they may have after reading your letter.
Speaking to your reader as though they’re the hero of your mission will go a long way in increasing your mail’s ROI. Be sure to make your hook and purpose clear to increased readership and success. For more information on writing for specific campaigns, check out this in-depth fundraising letters template library for your needs.
People remember print better than digital communications.
If you need another compelling reason to incorporate mailers into your communication strategy, consider that a study found recall for print advertisements is 70% higher than digital .
This recall can benefit your organization by leveraging brand awareness in your community. When your readers recall your organization’s name or logo after seeing it in their mail, this creates an association in their mind. Then, when they see your logo or name as a sponsor of an event or on their social media feed, they’ll recognize you!
For example, if someone reads about your upcoming event in a mailer, then sees an advertisement for it on Facebook, they’ll be more likely to remember the event as they run across it later. This simple association can turn a reader into an active participant in your organization.
GivingMail’s guide to direct mail for nonprofit organizations further explains how to create a physical mailer that will efficiently stick in the minds of your readers. Remember, creating a lasting impression with your letter involves tactful visual components as well as effective wording. However, this doesn’t mean you should rely only on direct mail but rather that you should use it in support of your marketing strategy overall.
Direct mail can be combined with digital strategies.
As mentioned before, you can absolutely ask for donations with direct mail fundraising appeals. However, you should also combine your approach and support digital appeals with your direct mail for a well-rounded communication strategy.
In asking for donations in your campaign overall, have one streamlined call to action across every platform so as to not muddle your ask, as well as create a repetitive recall in your reader’s minds when they see your deliverables. This guide suggests that you use a combination of platforms such as:
- Telemarketing
- Social media platforms
- Websites
All in all, it’s a fantastic idea to support your digital fundraisers with direct mail marketing. And, in turn, to support your donation request letter with digital marketing strategies. This multi-channel approach will ensure more people read your message, increasing your impact.
70% of donors feel more valued with direct mail. (source)
Finally, when direct mail is done well with personalized introductions, well-constructed appeals, and information leveraged from your CRM, you have the potential to show that you care about your supporters for more than their wallets. This helps build your donor relationships and can result in higher donor retention rates. Here’s how:
- People experience tons of digital marketing. However, the mail someone receives will be paid attention to, as they go through it on a daily basis.
- It’s more personalized. Sure, digital marketing costs money to run, but a physical mailer provides value as well. It communicates that the recipient is valued enough to be sent a physical item that costs your organization ink, paper, and postage.
You care about your supporters, and they’ll feel this sentiment when you go the extra mile to mail a letter to their home!
Direct mail surely isn’t dead. Your organization should take advantage of the benefits of sending a mailer. You’ll be sure to stand out from the clutter of digital promotions, effectively communicate your message in a personal way, and help supplement your overall marketing efforts. Get to writing, so that your mission can gain support in a whole new way!
