How You Do Anything Is How You Do Everything

cartoon of businessman riding rocket toward space
Business vector created by Dooder – Freepik.com

The place: a recent introductory meeting with the newly-hired Marketing Director of a local established and respected mid-sized company.

The topic: the state of the company’s marketing collateral.

This is a good-sized business selling big ticket services that regularly invoice in the $100,000 to $1M range. Yet, you would never perceive this when handed one of their business cards or company brochures.

The firm was seemingly still holding on to their start days, when print collateral was designed in-house using Microsoft Word, then printed on the company copier. That may have been appropriate and practical then. But given the size and capabilities of the company now, the state of their print collateral imparts a huge perception gap on the brand.  This company was attempting to continue to grow business and generate leads. However, the amateurism of their branded handouts did not match the professionalism of their work.

First Impression Is Everything

Have you ever heard the phrase “how you do anything is how you do everything”?

The way you handle one situation in your life tends to reflect how you handle every situation. If you tend to be a detail-oriented individual in your personal life, it’s highly likely you are detail-oriented in your professional life as well.

Contemplating the phrase “how you do anything is how you do everything” may incite introspection on many levels. For the context of this article on marketing tips, how you convey your brand can have deep implications for the success of your company or organization.

It’s All About Perception

Returning to the detail-orientated example. Say your car needs service. When you walk into the service center, does the cleanliness and orderliness of the facility and perceived expertise of the staff affect your level of confidence in the work to be done? Do these traits impart a perception on you as to how well you and your car will be taken care of?

Either consciously or subconsciously, your perception and confidence are affected. If the waiting area is clean and organized, and the service writer clearly explains the work to be done, what it will cost, and how long it will take, then you’re more likely to feel confident that the mechanical work will follow suit. Your level of confidence and willingness to refer this business will likely be lower if these details are missing.

This is the power and impact of the statement “how you do anything is how you do everything”! To your current and potential customers, the implications of this statement influence their perception of your entire brand.

This is why it’s so important for every business leader to take time on a regular basis to step back from the daily work routine and ask – how do my customers experience my business in relation to how I’d like them to experience it?

If there’s a disconnect between how you want your business to be perceived and how you actually conduct business, it’s time to take a critical look at potential gaps and make the necessary changes to bring intent and reality into alignment. Your business’ success depends on it.

Focus On Brand Excellence

cartoon businessmen building target
Background vector created by Iconicbestiary – Freepik.com

You are expert at what you do. Your knowledge of your field is extensive and well-versed. But is this reflected in how you present and market your business? Do your actions backup your claims?

You may have just one opportunity to show you have the skills to get the job done, and done right. Whether it’s the manner in which you and your staff answer the phone, the quality and professionalism of your business card and company brochure, your website, asking important qualifying questions, or handling an unforeseen issue…all of these have the potential to generate new business or lose a potential customer forever.

And, just because “we’ve always done it this way”, doesn’t mean it’s the best way to continue if there’s any doubt as to how your brand is perceived. The systems you have in place may function. But to generate consistent, profitable business, you need to be more than functional. You must align all areas of your business to present the same cohesive image and delivery of service.

Your Print Collateral

businessman smiling and holding out business card
Logo psd created by Freepik

Let’s concentrate on print. Say you’re a construction company that regularly builds impressive structures that are made to last, that exceed your clients’ expectations and are always completed on time. You offer a great product, delivered with reliable and excellent service.

To get the word out, you likely have print collateral, like business cards and brochures that you hand out or send to potential clients. Now try this – pick them up, put yourself in your prospects’ shoes, and ask yourself: How do these look?” How do these feel?” Do they show quality and professionalism, or not so much?

Returning to the phrase how you do anything is how you do everything, if your business card is printed on thin, flimsy paper and not squarely trimmed, or your company brochure is not professionally designed, printed on office copy paper, and irregularly folded (yes… we still see this all too often), what does that say about your company? What would you think about a company if you received something like this from them?

Odds are, you’d toss that business card and brochure and look to another company to meet your needs. If a business card doesn’t hold up to the barest scrutiny, it leaves the impression that your product will also come up short.

Take an objective look at your marketing materials, strategies, and policies. Put yourself in the place of the customer. If you’re unimpressed with what you’re seeing, start taking steps to consistently present your business in the best light.

The Takeaway

Not everyone you come across is going to come to you for their needs. But by consistently presenting quality marketing collateral, you can ensure you’ll stay top of mind with customers. They’ll hold on to your business cards, and they’ll think of you before calling anyone else.

Want to revamp your marketing strategy, but aren’t sure where to begin? At Paw Print, we have the knowledge and tools to assist you with all your print, direct mail, and branded promotional product needs. Contact us to start improving your branding today!

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Paper 101: What Different Terms Actually Mean

Paper stock samples
In addition to various shades of white, stock is available in several colors and textures to meet the needs of any project.

When asked about the details of the paper stock you are choosing for a print project, do your eyes glaze over? Do terms like basis weight, points, and color cast sound like Greek to you? If so, here is a quick list of basic terms to help you better understand the process.

paper stock characteristics chart
Paper stocks are generally available in a variety of finishes and colors, and are identified by terms such as points, weight, brightness, and whether they are used for text or cover.

Basis Weight

This is the weight in pounds of a ream (500 sheets) of a paper at its basic size, or the size of the uncut sheet supplied to the printer. For example, the basic size of book paper is 25 x 38 inches, so a ream weighing 70 pounds would be 70-lb. paper. Sometimes metric is used: 70-lb. book paper is equivalent to 104 g/m2.

Points

Cover, card, and other thick stocks are often specified in points, which refers to the thickness of the paper. This is often abbreviated “pt.”— for example, “8-pt. cover.” One point is 1/1000th of an inch, so an 8-pt. stock is 0.008 inches thick.

Paper Grade

Paper grade refers to the end use of the paper. Bond is used for letters and documents, book paper is used for books, offset is used for offset printing, and so on. Digital presses generally have their own grades. Thicker grades include cover, bristol, tag, and index.

C1S and C2S

These terms refer to coatings. Paper is often coated during manufacture, which improves the reproduction of fine halftone screens and color fidelity. C1S means “coated one-side,” which is useful for labels, packaging, and other materials destined for single-sided printing. C2S means “coated two-sides” and is preferred for two-sided commercial printing.

Brightness

Brightness refers to the percentage of light reflected from the sheet’s surface. Basic white copy paper has a 92 brightness. Brightness by component wavelength (red, green, or blue) is also determined, as paper can reflect different amounts of certain colors, imparting a color cast to a printed piece if you’re not careful.

Paper can bring life, texture, and beauty to your projects. Want to learn more about how different choices complement different projects? Let’s talk!

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5 Ways Direct Mail Enhances Digital Fundraising

Emails with young woman holding a tablet

Are your fundraising campaigns multi-channel yet?

Digital developments are changing the way many non-profits fundraise. If you aren’t making use of digital channels to reach your donors, you risk falling behind.

While digital is vital to success, the most effective fundraising campaigns make use of direct mail and digital resources to create a cohesive donor experience, increase gifts, and be more impactful.

Here are 5 reasons to implement digital strategies into your next fundraising campaign:

1) Increase Your Reach

Direct mail is popular because it’s personal. There’s a lot to be said for being able to hold something in your hand, especially when it’s been personalized to you. We are inundated with so many emails throughout the day, and it’s easy for your message to get lost in the shuffle. At the same time, we’re receiving fewer pieces of physical mail. When we do receive mail, it gets our attention. According to MobileCause.com, donors are 3 times more likely to give online due to receiving a piece of direct mail versus an email.

man with megaphone to communicate
Background vector created by Dooder – Freepik.com

Direct mail is effective for making a connection with donors. And it’s even more effective when combined with other methods of communication. It’s likely that your donor base is a diverse group that wants to receive communications in different ways. Donors may be more likely to give online after receiving direct mail. But they also are more likely to act on direct mail if they are getting your message across multiple channels.

2) Create a Cohesive Experience

Because you have so many channels at your disposal, and you know that receiving messages across platforms increases giving, it’s important to be consistent with the look and feel across platforms. That means the same language, tone, imagery, color scheme, message, etc. should be reflected in each piece of fundraising material that you produce.

If you want to make online giving a part of your strategy, start by creating a landing page on your website consistent with your mailing. You can use the mailing to get the donor’s attention. Then, drive them to go to the landing page to learn more, engage with you, and ultimately make a donation. You can continue the theme throughout your email, social media, and other print communications.

One way to make the donor experience more compelling is to have a story at the core of your message. Maybe it’s a specific individual or group who has benefited from your organization. You can tell their story through video, imagery, and quotes, using these throughout your communications and campaign period. The repetition of these elements also helps to instill a sense of familiarity with your organization.

3) Make it Easy to Give

According to Nonprofit Source.com, 25% of donors complete their donations on a mobile device. And, 51% of high-wealth donors prefer giving online. Statistics consistently show that online giving is growing from year to year and that donors appreciate the ease of giving digitally.

However, simply having an online giving platform doesn’t mean you’re creating the best possible giving experience for your donors. Put yourself in their shoes, and go through the process of donating through your site or app.  If there are many steps to making the donation, or your platform does not work for mobile devices, you may want to make some changes. Look into using QR codes or text to give to make your donors’ mobile experience even more user-friendly.

4) Step Up Response Rates

Would you be surprised to learn that annually, 1.3 billion pieces of mail fail to reach the intended recipient? Or that 20% of addresses on nonprofit mailing lists are outdated? This means that 1/5 of the direct mail pieces you send out have the potential to be a dead end, with your message not reaching the recipient.

List hygiene digital data That’s why list hygiene is so important. Mailing to bad addresses not only decreases your reach. It also costs you money and gives you a lower campaign response rate. Plus, it’s simply ineffective. Having a smaller, more accurate list ensures that you’re investing your resources more wisely.

One effective investment to make to improve the quality of your mailing list is to add an Ancillary Services Endorsement on the mail piece at least once per year. By adding “Return Service Requested” to the mailing panel, the post office will return both undeliverable and change of address pieces for you to update your list from. You’ll pay the going postage rate for the returned pieces. But considering the money wasted on undeliverable pieces you are not aware of, this is money well-spent.

You can use digital communications to encourage donors to update contact and address info throughout the year, while keeping them apprised of the goings on at your organization.

5) Provide Value

Donors give because they feel a connection with your organization or mission. This means that your communications with them must be more than just an ask.

Send direct mail simply to stay in touch with donors and provide them with updates about your nonprofit. You can use digital resources to engage donors beyond the giving process. Create a blog for your organization that encourages donors to comment and share. A blog also helps to establish your authority when you write about topics that affect or are related to your nonprofit’s mission. You can direct donors to your blog through both direct mail and digital channels, helping them to understand the goals you’re working to achieve and creating more motivation to give. Blogging is also one of the best SEO strengthening tools in your digital marketing and fundraising toolbox.

Ready to make direct mail a part of your fundraising strategy? At Paw Print we specialize in direct mail fundraising appeal campaign production, taking your mailing from design to print to fulfillment. Contact us today to start the conversation.

Is Your Website ADA Compliant?

oversized laptop surrounded by people on laptops with skyline background
Background vector created by Makyzz – Freepik.com

Is your website ADA Compliant? Did you know it should be? If not, you aren’t alone. ADA compliance marks a major change to the digital marketing world. It’s important to know how your website stacks up.

What is ADA Compliance?

Years ago, we didn’t have designated parking spots for those with disabilities, or ramps to allow wheelchairs easy access to buildings. Today, it’s common to see these, which is due to the Americans with Disabilities Act (ADA). This law was enacted to ensure that all individuals have equal access to a business’s goods and services.

Under the law, a business is considered a place of public accommodation, and must remove any barriers that would keep a disabled individual from accessing that business’s offerings. While this has long referred to physical barriers, in 2010 there was a request from the US Department of Justice to amend the law to include the digital realm, namely websites.

Currently there are no strict guidelines that legally require websites to be accessible for people with disabilities. However, lawsuits have been successfully made against companies that lack accessibility features.

What do you need to know? Don’t be caught off guard. Until recently, most marketers didn’t know about ADA compliance. This gave them no way to prevent lawsuits, because they lacked the knowledge that there even might be a problem.

The ADA status on websites was expected to be finalized this past January. While that fell through, the courts continue to step in and file lawsuits against companies whose websites are found to violate current ADA guidelines. Be proactive by making changes to your website now. Besides potential legal issues, it’s good business practice to make your site as accessible and easy to navigate as possible for all your customers.

Make Your Website ADA Compliant

drawing of man building a websiteThe best way to understand how your website stacks up against compliance standards is to do a comprehensive assessment of your site. You may want to contact your website service provider for more specific information, and to make changes you’re unsure how to enact. The Web Content Accessibility Guidelines (WCAG) 2.1 give a comprehensive overview of what is required for different levels/standards of compliance.

Some common adjustments you can make to your site include:

Alternative Text

Each image you include on your site should have an alt text description. Visitors to your site may be unable to see images, or the images themselves may not render on all devices. Alternate text will fill in the blanks, allowing visitors to understand the content presented in the image and what information you are trying to convey. Website builders like WordPress clearly identify where to place the alt text when adding an image. The words you use in your alt text descriptions are also important–learn how to write effective alt tags. Effective alt text labels also serve to help with Search Engine Optimization (SEO).

Audio & Video Transcripts

For every video or audio clip you include on your site, it’s helpful to include a link to a page with the content transcribed into text, for those who can’t hear the audio or who cannot view the video properly on their device. Also include captions on the video itself.

Contrasting Text

Your website will be more functional for all visitors if text is at a high contrast to the background, making it easier to read. If the background color of your “Products” page button is too close to the text color, it will be difficult for visitors to read the text and understand where that button would take them.

Keyboard Navigation

Some people must use a keyboard rather than a mouse to navigate on the web. So, your website must be fully navigable using only a keyboard. Some websites are set up so that just by pressing the “Tab” key, a visitor can move across the heading and sub heading categories of your site, easily finding which page they want. To make this function easier, it’s important to have consistent navigation throughout the site. All headers and footers should appear the same on each page, with the same buttons linking to the same pages.

Links

Include clear links to your home page as well as to a site map page. From the site map, visitors can easily find the page they’re looking for without navigating through your entire site. Don’t underline text that is not an actual link. And, do not include redundant links to the same content on the same page.

Page Titles

Ensure your page titles clearly and accurately describe what is found on that page. Also, your pages will be read better by screen reading software if you give different weight to your titles and move in ascending order as you go down the page. For example, the title of the page should be designated as H1. Your major subheadings should be H2, and secondary headers should be H3.

Forms

Forms must be clearly labeled and readable by screen reader software. Make form submission buttons specific; rather than “Submit” try, “Place an Order” “Contact Us” “Sign Me Up” etc. This ensures clarity as to what process that form is completing.

Developing a website that is easy to navigate for all visitors creates a win-win situation. When potential customers have a pleasant experience visiting your website, they’re likely to stay on your site for longer periods of time and come back to you when they’re searching for something new. More traffic means more business, and more happy customers.

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5 Considerations for Creating Standout Mail Pieces

Woman reading direct mail piece

When we think about great direct mail results, we tend to think about the list, the message, and the call to action. However, things like the size, shape, and texture of the piece play a key role, too. Let’s look at five considerations for creating standout mail pieces.

1) Trim size:

If you want the lowest possible postage cost, go with a standard 3.5” x 5” postcard. Choosing a non-standard size will cost more in postage, but it will make your postcard stand out. “Why is that one different?” the recipient wants to know. It might even be the first piece they pick up. What’s that worth?

2) Weight:

Consumers tend to associate the weight of the stock used in the mailing with the quality of the brand and, by extension, the product being marketed. Heavier weight stocks command respect and attention. Learn more about choosing the right paper for your brand.

3) Texture:

In a sea of smooth envelopes, mailers with textured finishes get noticed. From high gloss and spot varnish to specialty processes, there are lots of options to choose from.

a sampling of Classic style textured paper stock
Printing on textured stocks gives your printing a unique look and feel.

4) Personalization:

Even the use of someone’s name on the front of a post card will engage the recipient more than a static card. This engagement might only last for an extra fraction of a second, but sometimes that is all you need.

5) Color:

Why use a standard white background when you can pick from a range of vibrant colors? Use knock out type, graphics, and images on dynamic backgrounds to get your mailer to jump out of the box. If your mailbox is a sea of white envelopes and one bright red one, which one would you pick out first?

There are lots of ways to get your direct mailer to stand out from all of the others. Why not try something you have not tried before?  You just might love the results!

At Paw Print, we’re poised to assist you with all the design, printing, and mailing services you need for your next direct mail campaign. Contact us to start marketing with direct mail!

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Make Your Appeal to Out of State Donors

Drawing of man talking on phone to woman in speech bubble
Business vector created by Freepik

Donor acquisition is one of the most important functions of nonprofit fundraising. Your donors make the good work you do possible. Without a regular and tactical practice of enlisting new donors , both socially and financially, your organization would be challenged to stay afloat.

It goes without saying that stewarding your current donor base is essential—they’re the ones who’ve continued to champion your cause and are more likely to give consistently, and grow their gifts, over time.

Conversely, compelling new donors to give is more difficult than maintaining a relationship with a regular donor. However, it’s important to not leave donor acquisition efforts for hard times. Your donor base is constantly changing, and your approach to acquiring new donors should be constant as well.

Connecting with Out of State Donors

Drawing of two women talking
Business vector created by Dooder – Freepik.com

A significant component of attracting new donors, and maintaining current donors for that matter, is conveying a clear value proposition that you deliver. What ties them to your cause? Your organization? Your purpose? How you talk to donors depends largely upon what messages they are receptive to.

For nonprofits that serve a local community or an entire state, it’s likely that the bulk of your donors live locally. However, over time your donor base will change as people change employment, retire, and transition to out of state residence, either full-time or seasonally.

You may currently have or want to reach out to donors who you determine have ties to your service area. A good place to start is with former residents and also part-time residents who regularly visit your area but live elsewhere seasonally.

It’s easier to determine motivation for contributors who live near your organization. You may see them at events, and their contribution could be a natural desire to create a better community where they will live and work.

But out of state donors can be more elusive. And the message you use to reach them will probably need to be different than those of local constituents. Determining their connection to your organization or location is a critical piece of that message.

To acquire these non or semi-local donors, you need to dig a little deeper to try to make a connection with them due to their removed primary residence. Why have they decided to pay additional property taxes to maintain a presence in your locale? An important set of data for acquiring donors near and far gets personal. Ask questions such as:

  • What social values are important to you?
  • Why do you give?
  • What does it mean to you to contribute to your community?
  • What is unique or memorable about the community you once resided in before moving?
  • What location, community, financial, family or other qualities influence your decision to have a second home here?
  • What does “making a positive difference” mean to you?

These kinds of questions can be asked of both current and potential donors to better understand your out of state donor base and where you fit into their lives. You may not ask these questions in such a direct manner. But you’ll want to get people thinking about these topics in a way that initiates a response with the information you’re looking for.

Acquiring Donors with Direct Mail

woman reading mail at desk

So how do you do this? As with any campaign, you first need to know what you want to achieve. Evaluate past data to set clear, specific goals.

Do you want to acquire a specific number of new donors? Do you want to increase donor acquisition by a percentage from year to year? Even if you’re seeing positive trends regarding new donors, it’s important to keep improving. When you have a goal in mind for a campaign, it’s easier to judge whether the campaign was effective. Goals also allow you to understand how your data is changing over time.

Whether you’re looking to acquire new donors or bring lapsed donors back into the fold, the easiest way to determine what matters to them is to simply ask. While much of your fundraising content may focus on asking for a financial gift, you could approach this kind of campaign without addressing that angle.

Instead, use direct mail as the basis for an introduction or reintroduction to the potential donor. If you can, acknowledge their connection to you and to your region. Maybe they own property here, or have business and investments tied to the region. Also speak to your role. What do you do for your community?

Use that connection to promote a compelling reason/purpose for these individuals to give. Develop a short series of questions that will help you to better understand what matters to these potential donors and what your organization means to them. A best practice with this kind of campaign is to create a landing page on your website tied to the direct mail piece, where recipients can go to submit their responses.

You can build upon this initial mailing with subsequent mailings to engage the donor, build awareness and trust, and make the ask for financial contribution.

Building a list of potential donors and effectively reaching them with a compelling campaign takes time. Donors will interact with you multiple times before making a gift. It’s important to keep up a consistent strategy, so that your message is sure to be heard.

At Paw Print, we specialize in nonprofit fundraising appeal production. Contact us today to start reaching and acquiring more donors for your organization.

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Pretty, Professional, & Powerful: Printing with Foil

white folder with red text in metallic ink
The artwork on this folder was produced using an emboss covered with a red metallic foil.

Need something to make your printing pop? Adding a foil stamp to business cards, invitations, stationery, and other promotional materials creates an eye-catching piece that will get your business noticed and remembered.

What is Foil Stamping?

Using foil to decorate printed materials has a long tradition. It ties back to the process of gilding, where items like picture frames or furniture are covered with a layer of gold leaf. Historically, manuscripts and books were also decorated with gold leaf and metallic foils.

Brochure imprinted with ink and silver foil
Metallic foil was used to mimic the shine of a diamond on this brochure.

Today, decorating with metallic foil is certainly more common than gold leaf. With a range of materials and objects available for foil imprints, you can affordably add a touch of elegance to your promotional materials.

The Foil Process

As with engraving or debossing, a metal die is etched with your design. The die goes into a stamping machine that feeds foil through a set of rollers. Three layers come together: the heated die on one side, foil in the middle, and paper on the other end. In one fluid motion, the die trims the foil to your design, then imprints it into the paper.

Watch foil stamping in action in this video:

Foil can be applied to the even surface of the paper, or it can be combined with other processes like embossing, where a die raises your design off the paper for a dimensional look.

Using Foil for your Business

Green folder with gold foil imprint
This presentation folder was printed with a gold foil.

Foil stamping has a wide range of applications and can be used for just about any project. Some popular ways to use foil include:

  • Business Cards: A business card is often a potential customer’s first point of contact with your business. Adding foil to your design will really wow a recipient.
  • Stationery: Create an eye catching and memorable look for your stationery and envelopes by printing them with foils.
  • Presentation Folders: Whether you’re hosting an event or want to organize your marketing materials into one package, presentation folders are an effective solution. And, they look especially striking when printed with metallic foils.
  • Promotional Materials & Packaging: A touch of foil on a booklet, brochure, gift bag, or custom box adds excitement to your products and offerings.
  • Invitations: Wedding and event invitations are one of the most popular places to use foils. Make your occasion even more special by printing an unforgettable invitation with foil stamping.

What’s the impact and benefit of adding foil stamping, embossing, or engraving to your printed image pieces? You’ll instantly make a remarkable and memorable impression. Hand someone a document with any of these finishes and then watch their hands and fingers sweep over the surface, like someone reading braille. This makes your effort “more” than just print. Your print is now making a physical and emotional connection. The power of print.

At Paw Print, we offer foil stamped, engraved, embossed and debossed products. Stop in today to explore our samples and foil choices, and see how foil stamping can help your brand make a positive and powerful impression.

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Understand Your Audience for Marketing Success

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Background vector created by Freepik
How well do you know your audience?

It’s a question that marketers and fundraisers regularly ask themselves. While you may have a general idea of the types of people who are purchasing your products or giving to your cause, crafting compelling messages requires a deeper knowledge of what resonates with your constituents. The most effective campaigns are those that reach people on a relevant, personal level.

To create content that an audience connects and engages with, you need to understand what motivates them to act. Look beyond basic demographics, like age, gender, location, and income (though those are important to know). Think about what your typical customer needs—what will help them achieve a desire or resolve a fear? And, what are those desires and fears?

Once you know what drives your customers, current and potential, you can craft marketing messages that speak to and resonate with them. To learn what those messages are, you can consider specifics about what you’re offering. Why would someone buy this item? What are they hoping to achieve? Or, why would someone give to my organization? What outcomes are they hoping to achieve or be a part of?

The best way to understand what your audience wants and what matters to them is to talk to them. Send an email campaign asking your list what topics or offers they’d like to see more from you. Reach out on social media, encouraging people to share their opinions on blog posts and hot topics. Better yet, sit down face to face with a top client and talk about their needs and experiences, and how you can help them get where they want to be. This kind of information is invaluable as you work to better reach your customers and enhance their trust in you.

How Does Your Audience Consume Content?

young woman seated in cross legged position on floor using white tablet
People image created by Nensuria – Freepik.com

One piece of knowing your audience is understanding how they consume media and access your content. Your current marketing strategy may consist of a blog, email list, and a social media page or two. You’re proud of the content you produce, both visually and for the quality of the information.

But it’s important to remember that marketing is a constantly changing playing field. By sticking with methods you’ve used for a long time without understanding their effectiveness, you may be investing time and money into a channel or strategy that just isn’t performing.

It’s not to say that your current strategy isn’t working—it’s just important to make sure that it is, and to be aware of which channels have the greatest reach with your audience.

Take a good look at your marketing channels and ask yourself questions. How are people finding your blog? Are they going directly to your blog page, clicking an email link, or finding the post on social media? Are recipients opening your emails? How are people engaging with you?

Also think about your target audience. Are they using email? Are they on Facebook? If you want to connect with older folks, for instance, focusing on Facebook might not be as effective as direct mail.

Your current audience could also be different than the audience you’re looking to reach. Maybe your customer base largely consists of an older demographic, and you want to reach more millennials. If so, it’s important to recognize that a strategy that worked for one group may not work as well with another and to determine, over time, what channels to invest in to ensure you’re reaching your intended audience.

And, you may be surprised by what people are consuming and how they do so. Millennials, for instance, consistently open direct mail and report that they enjoy reading mail, more so than older generations.

Measure for Marketing Success

You want to gain a better understanding of what your audience finds compelling. But where to start?

Before you take on any new marketing strategies, you need to know what’s currently working for you and what isn’t. Tracking your marketing is essential for improving response rates and achieving new goals.

drawing of hand holding magnifying glass over line graph
Infographic vector created by Photoroyalty – Freepik.com

Depending on the marketing channels you use, there are different ways to track effectiveness. On social media, it’s relatively easy to see what types of posts are performing best with your followers. What content is getting the most shares and comments? Those are the types of posts you want to share more often.

If you’re using email automation software, there are usually metrics available that track data like open and click-through rates, unsubscribes, bounces, etc. For your website, you can use an application like Google Analytics to understand how many visitors are coming to your page, how they get there, and what pages/links they go to on your site.

Direct mail can be very trackable when you include a coupon or return envelope that the recipient will have to return to you or code that must be entered online to receive the offer. You can determine how many pieces of mail led to an action, to determine what content generates a response.

Email and direct mail are also effective for A/B testing. This involves creating two versions of a campaign that differ by one element. For email, it could be two different subject lines, or two different offers or images for direct mail. When you send each version out in equal quantities, you can track which email is opened more or which imagery or words lead to more gifts from donors.

In addition to reaching more people more effectively, tracking makes it easier to work toward and achieve marketing goals. Setting specific goals for your business or organization is important. Say you want to increase customer retention rates by 15%. Tracking customer data allows you to monitor exactly who is purchasing from you and how certain content or offers are affecting return business.

Now that you know the importance of tracking, you can take on new campaigns with measurement in mind.

 Targeting

target with arrow in center surrounded by graphic representations of marketing elements
Background vector created by Makyzz – Freepik.com

A benefit of having more knowledge is being able to better target your audience. As you get to know your constituents, you’ll likely find several different groups within the larger group of your customer base. Rather than sending a generic message to your whole list, you can now craft multiple messages around what will motivate each group. Sending more targeted, relevant messages to your audience will increase response rates and engagement with you.

Targeting is possible across marketing channels. With direct mail, you can segment your mailing list into groups. Instead of a single mailing, you can create multiple versions of your mail piece with different wording, imagery, or offers, sending a different version to each group based on their needs and interests. You could also send a mailing to just one group if you have something specific for them.

Email is similar. Lists can be segmented based on how often recipients want to receive content from you, the types of content they want to receive, whether they are part of a customer loyalty program, etc. On your blog, you can create content for a variety of categories based on customer interests. At Paw Print, we write blog posts that are B2B and B2C related, and other posts with information specific to our nonprofit clients.

While social media posts appear to all your followers, you can target any ads that appear on social media sites. Today’s algorithms allow targeted ads that will appear to very specific audiences, such as women between 35 and 50 who are interested in travel.

Need help reaching your audience? At Paw Print & Mail, we’re prepared to assist you with developing marketing strategies that are targeted for your intended audience. From direct mail to copywriting to promotional products and content marketing, we have the tools to make your message heard. Contact us today!

Subtle and Effective: Printing with Emboss or Deboss

Embossing with gold foil reading Golden Blacksmith
Embossing gives your printing a unique look and feel. Ribbon vector created by Freepik.

When you think about printing you may be thinking of a printed sheet as a flat, 2D product. But in fact, what makes print such a compelling and effective medium is its physicality. Holding a printed item in your hand, whether it’s a brochure, postcard, or envelope, is shown to increase marketing success. Print boasts a 70% higher recall over digital, is trusted 34% more than digital, and is easier to process—92% of individuals ages 18-23 find it easier to concentrate on and process printed content.

Print has power. And when you’re able to get your printing in front of potential lead, you’ve got to make it count. You can make your printing more powerful by using artistic techniques like embossing and debossing.

What is Emboss?

Red folder decorated with embossing reading Cathedral Square Corporation in white
This folder was decorated using both a blind emboss (background image) and a one color emboss (text).

Embossing produces a raised, 3D effect on the printed item. It is visible on both sides of the piece: as a raised surface on the front, and an indention on the back side. Two dies, or metal plates, are used, one for the front and one for the back. The paper is sandwiched between the plates at high pressure to create the emboss.

You can use what is called a “blind emboss” where the raised surface is the same color as the paper. Or, you can apply ink or foils to make the emboss really pop.

What is Deboss?

Consider debossing as the opposite of embossing. Rather than creating a raised surface, debossing uses a die to imprint your logo or image into the surface material, giving an indented or depressed look. As with embossing, the debossed area can be filled with ink or foil, though a blind deboss is also a common choice.

debossed journal reading Behind the Barrel, Wild Turkey
Debossing is able to capture your artwork in fine detail.

While both embossing and debossing have been a part of the print industry for many years, you won’t see this method decorating just any product. Adding an emboss or deboss to your printing can give your items something extra, that’s sure to get noticed.

When you hand someone a business card that’s embossed or debossed, it’s guaranteed that they’ll pause and feel the textures, creating an instant “wow” impression. The same is true when receiving a letter on letterhead that’s embossed/debossed. If you want to make an impression, this method will do it!

Subtlety of Debossing with Promo

brown leather journal with white stitching and embossed artwork
Leather and faux leather materials are ideal surfaces for debossing.

Another area in which debossing has found popularity is with promotional products. Debossing looks impressive on paper. And it’s especially striking on items made of leather, faux leather, or vinyl. Journals, portfolios, and luggage tags are popular items on today’s promotional products market. Imprinting these products with a deboss rather than a screen print will create a very different look.

When deciding how to brand promo products, a common question is, how much branding? It’s always important when marketing with promo to know who your audience is and how they will be using your items. What you choose to imprint and how you do so are big pieces of that decision.

Often, branding is most effective when it is subtle. A potential customer may not want to use a journal with your logo imprinted in bold colors across the front. If they are just starting to work with your company, they probably aren’t ready for that level of brand engagement.

This is where a deboss can be the perfect solution. Blind debossing can create a more sophisticated look without being flashy. A smaller, debossed logo may be more impressive to a potential client than a large printed one. And, if they are more excited about the item, they’re more likely to start using it.

At Paw Print, we offer embossed, debossed, engraved, and foil stamped products. Stop in today to explore our samples and see how embossing and debossing can be excellent choices for your brand.

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A Special Way To Thank Major Donors

woman in white t-shirt holding red gift with pink ribbon
Ribbon image created by Valeria_aksakova – Freepik.com

One of the most important pieces of the nonprofit fundraising puzzle is discovering new and creative ways to thank your donors. Promotional products are an increasingly popular way to say thank you to donors while also spreading awareness of your organization.

When you add promo to your fundraising strategy, you may want to do so by developing a gift program. Presenting your top donors with a special gift in the form of a promotional product can solidify your relationship with them. And, when you provide a donor with a quality item they’ll be using frequently, you’re helping to spread the word about your organization even further.

What to Remember

A good practice to follow when gifting promotional products is to use the gift as a surprise. Depending on what the item is, you can present it before the donation is made or after. However, you want to avoid presenting the item in a transactional way, as in, give $50 to receive this mug. A study conducted at Yale found that we feel positive about giving when it instills a sense of altruism in us, a feeling that we’ve selflessly done something to help others. We’re giving to get that feeling. But, when we know that our contribution will be rewarded in some way (my dollars for this mug) we tend to feel selfish rather than selfless, leading us to give less.

Instead, presenting a potential donor with a gift before a donation is made instills a sense of reciprocity. And surprising donors with something special after they’ve selflessly given helps build a positive feeling for your organization.

In addition to when you present the gift, consider how you will present it. The language you use is important. Donors will feel more positive about the gift if you present it as a tool to further your mission. You can tell the donor how their use of the item will help to spread awareness of your organization, increasing their engagement with you and making them eager to use the gift you’ve given.

Top Gifts for Top Donors

brown leather journal with tie laying on wooden boards
These debossed leather refillable journals have a soft feel and a high-end look donors will love.

While you may have varying levels of gifts to thank all your donors, your top donors deserve something special. These are the individuals who consistently make game-changing contributions to your organization. This often means financially, but it may also be someone who invests their time and expertise into helping your organization to grow and its beneficiaries to shine.

Whomever you are looking to thank, here are some gifts your donors will appreciate:

Branded Journal: Journals and portfolios are a popular item on today’s promo market. With a range of sizes and styles, it’s easy to find an item that fits with your brand and your message. Decorating a journal with a deboss or hot foil stamp is a subtle and professional way to brand, giving the item added texture and depth.

Etched Pen: There’s no getting around it—we spend a lot of time in front of screens. However, there are still times when only a hand-written note will do. You can make the writing experience enjoyable for your donors by presenting them with a higher-end metal or hardwood pen. Decorating the pen with an etching will give it a classy look.

black metal pen etched with Panasonic logo

young woman wearing red fleece jacket and khaki pants

Apparel Item: A high-quality apparel item embroidered with your logo is something many donors would love to receive, and to wear. Apparel is the most popular group of items in the promo industry. And it represents a major way to spread awareness about your organization. You could present your top donors with an embroidered jacket, vest, hat, scarf or socks. They’ll be sure to wear the item throughout the day, bringing your name with them to everyone they meet.

 

 red metal hydroflask water bottle imprinted with white CSI logoMug/Tumbler/Water Bottle: I use a water bottle and a travel mug nearly every day, and it’s likely many of your donors do as well. It’s important to me that these items are durable and functional, and that they are representative of myself and the things that matter to me. Presenting your top donors with a stainless steel etched tumbler or water bottle is sure to make an impression, both on your donors and their friends, families, and coworkers.black coffee mug with Fenton Construction Logo

Want to make your gift even more personal? Some products can be decorated using variable data printing methods. This means that in addition to including your nonprofit’s logo or tagline on the gift, you can personalize each item with the name or initials of the donor. If you want to wow your donors with a unique gift, this is the way to go.

Paw Print & Mail offers a wide variety of promotional products, and we’re ready assist you with finding the right promo for your donors. Explore our online catalog, or contact us today and start promoting your nonprofit with promotional products.

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