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.

Leave a Reply