Does nonprofit direct mail marketing still have a place a place in nonprofit fundraising in the digital age? You bet it does!
Connecting with potential donors with different types of touches – email, social, direct mail, events, and the in-person meeting – works to help your nonprofit breakthrough the noise and build support. Multi-touch marketing helps potential donors decide to give for the first time. Multi-touch marketing can move first-time donors to become loyal and lasting supporters
Why Spending Good Money on Direct Mail Fundraising at All?
People still like to receive mail Aren’t you pleased when you go to the mailbox and find that it’s full? According to a Gallup Poll, you’re not alone. “In a world of email, texts and social media, 41% of Americans look forward to checking what is in their mailbox each day. Americans 65 and older are more likely than younger adults to enjoy checking the mail, but 36% of Americans under 30 also feel this way.”
The last group includes the all-important Millennials. It’s easy to assume this generation – which was raised in the era of smartphones – would reject something as “traditional” as mail, but that’s not precisely true. “95% of 18-29 year-olds have a positive response to receiving personal cards and letters,” according to Forbes.
Nonprofit direct mail marketing drives online traffic Nearly two-thirds of respondents of a recent survey visited a website in response to a direct mail promotion. Over 50 percent engaged in social media as a result of direct mail.
Direct mail can move people to take action Through online campaigns, like those you can learn about in the iMission course, Getting Your Next 1000 Donors, nonprofits are connecting with thousands of people who care about the people and causes these nonprofits serve. They are doing this through search marketing and social media marketing. They are building their brand through the effective use of email marketing. Many can become online donors. But for others that you’ve engaged with online, it’s the nonprofit direct mail marketing that moves them to become donors.
Direct mail remains the backbone of the year-end campaign for many nonprofits. That’s because it works.
Tip One: Use Free Digital Data to Improve Direct Mail List Quality
Platforms like Constant Contact or MailChimp provide a wealth of data. Track the people on your email list that are opening and clicking through to your email over time. The key here is that you are identifying people who are engaging with your email content not how many! MailChimp even gives you a 5-star contact rating system so that you can quickly identify the contacts that are engaging with your email content.