Direct Mail Tracking & ROI Success Indicators

Smiling woman removing mail from mailbox

Personal. Reliable. Trustworthy. Useful. These are all words that have recently been used to describe direct mail. Direct mail is a powerful marketing and fundraising tool. A key to its success lies in tracking response and measuring results. If you have no way of knowing what a recipient does once they receive your mailer, you can’t know the true value that mailer holds for your target audience. So, what do we measure? And how do we make mail trackable and measurable? The following measurements and tracking strategies can apply to for profit businesses and nonprofit organizations alike.

4 Key Measurements

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Business vector created by Iconicbestiary – Freepik.com

As with any marketing strategy, it’s best to begin your direct mail campaign by defining your goals. In a general sense, you’re likely looking to increase business or generate leads. But it’s important to be specific when targeting the message of your direct mail piece. Do you want to increase traffic to your physical storefront? Are you looking to drive recipients to a landing page on your website? Or, are you working to encourage event attendance?

Say you send out a direct mail campaign advertising your company as a service provider. Soon after, you start to see an uptick in business. This is the result you want, right? But it may be impossible to tell what effect your mail campaign had on growth of business or if the piece accomplished what you wanted it to.

And, if you don’t know how successful or unsuccessful your direct mail campaign was, it’s impossible to plan or improve your strategy in the future.

Once you know what you want to achieve, the following indicators can be used to calculate the results of your mail campaign.

Response Rate

This refers to the percentage of recipients who responded to your mail piece. Simply divide number of responses by number of mail pieces sent to get the response rate.

Conversion Rate

This is the next level up from Response Rate. More people are likely to respond to the mailer than those who eventually convert to customers (or donors.) Depending on what you’re selling, the conversion rate may be low, or it may take a longer period of time to achieve a conversion from your mailing. Conversion rate is calculated by dividing the number of actual orders you receive by the number of responses you got.

Cost per Acquisition (CPA)

CPA refers to the amount it cost you to obtain each new customer. Divide your campaign cost by the number of orders you received to determine CPA. You may find it helpful to compare the CPA for your direct mail campaign with that of your other marketing endeavors, as it will allow you to understand which channel achieves the most business for your market.

Return on Investment (ROI)

ROI is the baseline for your campaign—how financially successful was this mailing? ROI is calculated by subtracting the cost of your campaign from the revenue generated and then dividing by the campaign cost.

As you get deeper into the measurement process, there are several other metrics you may want to measure.

6 Tracking Techniques

Now that you know what you’re measuring and how you’ll use your data, let’s look at 6 ways you can implement tracking into a mail piece.

1) Coupons

direct mail postcard hair cut couponsEveryone loves to feel that they’re getting a good deal. Depending on the nature of your business, a coupon offer can entice prospects who may not otherwise have visited you. I can think of several occasions when food coupons I received in the mail led me to a restaurant, sometimes one I was familiar with and often somewhere completely new. Your mailing could be a single coupon, or it could include several offers, allowing you to see which resonates most with your mail list.

If your business has several locations, it may be helpful to include a coupon code so that each location can process the coupons the same way, and you’ll accurately collect data for that mailing. Codes also make online purchases and purchases through apps easier to implement and track for coupons.

2) The Mail

Like coupons, where the recipient could bring the physical coupon in to your business, you could require recipients to bring in the mailer itself to receive the offer. For instance, you may be offering a free consultation. The recipient can only receive that free consultation when they bring the postcard along on their visit. That way, you’ll know exactly who responded to the campaign, since they’ll be handing over the addressed piece.

3) URLs

If you want to drive traffic to your website, you can create a landing page and URL specific to the mail campaign on your company’s site. Then, print that URL prominently on your direct mail piece. Visitors will come to the page directly from the mailing, so you can accurately track how effective the mail piece was at achieving your goal.

Personalized URLs (PURLs) are another option to explore. PURLs are customized to each recipient on your mail list. For example, for a contractor, a PURL could look like this: www.contractors.com/jane-doe. The content Jane would see if she goes to her PURL would be customized to her, with her name and offers specific to her needs and interests.

4) QR Codes

phone scanning qr code
Background vector created by Freepik

You can use a QR code in the same way as a URL. Print a QR code on your mailer that, when scanned, brings recipients to a landing page customized to the mailing. When you track how many people visited that landing page, you’ll know how many people responded to your mailing.

5) Customized Phone Number

It’s also possible to create a custom phone number for your mailing campaign, if you’d prefer recipients call in to talk to someone at your business regarding the mailing offer. You can make it a point to track when a call comes in regarding the mailer. However, you’re likely receiving several calls throughout the day regarding all aspects of your business. To make it easier, you can set up a number separate from your regular business number that will forward to a separate line. Then, you’ll know any calls coming through that line are specific to your mailing campaign.

6) A/B Split

digital artwork two open laptopsIf you’re looking to track what resonates with your recipients, an A/B split can be helpful. Design your mail piece, then create a second version that differs by just one element, such as the headline, image, or language in the call to action. Split your mailing list in half, mailing version A to the first half and version B to the rest. You’ll need a way to track responses to determine which version that respondent received. This strategy can give you a sense of what language, offers, message, etc. connects with your audience, allowing you to plan and execute better targeted campaigns.

Tracking and measuring data from marketing campaigns provides you with invaluable information about your marketing strategy, your prospect list, and your prospect’s response to your product/service offerings. Sometimes an offer you thought would be a home run falls flat, while a mailer you weren’t expecting to stand out receives an overwhelming response. Any relevant and legitimate data that you collect from measuring will help you to better reach your audience with more personalized, compelling offers in the future.

Ready to step up your direct mail campaigns? From list work and design to printing and mail fulfillment, think Paw Print. Give us a call at 802-865-2872…we make it easy!

Direct Mail Works: Enhance Your Fundraising Appeal

woman reading mail at deskOne of the biggest reasons people don’t give is from a feeling of futility—how can my contribution really make a difference?

To turn this feeling around, you must show a donor how important they as an individual are to your cause. A personal way to do so that continues to get results is direct mail. A direct mail piece that sends the right message, to the right recipient, at the right time, is a compelling and effective way to connect with your target audience.

But what makes a powerful mail piece?

Let’s look at a recent appeal mailing from Giffords PAC, an organization working to end gun violence founded by former Congresswoman and shooting survivor Gabby Giffords.

Part 1: Personal Letters

The contents of the mailer include two personal and visually powerful letters. The first is from Gabby Giffords herself, and the second is from her husband, Mark Kelly.

direct mail fundraising lettersThere are several tactics that make these letters compelling, starting with the opening sentences. In Giffords’ letter, her lead-in reads,

“The man who tried to kill me shot 18 other people that morning.

Six died. One of them was a nine-year-old girl.”

There is no build up to this, no context, which makes it more powerful. The true story on its own is enough to catch and hold our attention, as well as bringing us right into the issue central to Giffords PAC.

Kelly begins his letter with his own visually compelling and personal story. “I always thought I had a risky job” he states, going on to tell us of his 39 Desert Storm combat missions and four trips into space. To the average person, that’s risky stuff, and it helps to pique our interest in Kelly. But he continues on to root risk in the everyday world. Most of us will never travel to space. But the “more present danger” that Giffords faced, that of being shot, is, unfortunately, very real.

The openers are different for both letters, but they work to convey the same message in a compelling, personal way – gun violence is real, mass shootings are happening, and we are all at risk.

Data

Both letters also make powerful and effective use of data to send their message. In Kelly’s letter he states that “every year, 34,000 people are killed with guns” which is a horrifying statistic. Giffords cites the same statistic, but she says, “this year, 34,000 people will die from gun violence.” It’s a powerful statistic for both letters, but the language Giffords uses makes it feel more urgent—these people “will die” due to the current state of gun control, which I feel is a powerful motivator to support the call to action later in the letter.

Throughout the rest of Kelly’s letter, he incorporates statistics in a way that helps to build the story. It’s easy to get bogged down with numbers. And, it’s also easy to fall into an overly emotional tone without evidence to back you up. Kelly is effective at using data to strengthen his story and make a compelling case. His story is better because of the data, and the data is more compelling because of his story.

3 C’s of Marketing

Kelly and Giffords invoke the 3 C’s of Marketing in each of their letters: Context, Community, and Clarity. Their lead-ins set the context of the mailer and the mission of the organization. They build the body of the letter by developing a community-centric tone. Kelly writes that “right here in our country,” “simple every day events” make us question the safety of our homes, schools, and communities. Gun violence is a national issue, but it impacts Americans on a local scale, shattering communities. Kelly successfully creates the sense that GIffords PAC is a community of concerned Americans that aren’t just looking for financial support. They truly want the donor, as an individual, to become a part of their community. “Gabby and I are counting on you,” Kelly says at the end of his letter.

As for the last C, Clarity, it’s clear what Giffords PAC is counting on the donor to do. The issue and the facts are clearly stated, as are the successes they’ve achieved, their long-term goals, and what you as the donor can do and stand for.

Donor-Centric

While both letters talk about gun control and Giffords PAC, they are centered on the donor. The letters make liberal use of the words “we,” “our,” and “you,” the last of which is a critical piece. Using “you” helps the letters speak directly to the recipients. In Giffords’ letter she writes, “now more than ever, I need you.”  And Kelly tells us “our voice will be so much stronger if you’ll be there beside us.” Both poise the donor as pivotal to the solution.

P.S.

P.S. to letter

Did you know that the P.S. is the second most read part of a letter after theopening sentence? Kelly includes a P.S. at the end of his letter that succinctly summarizes his main ideas, and emphasizes that we, as Americans, are the only ones who can enact change by demanding better gun control laws from our elected leaders. Even if a reader skipped over the body of the letter, this P.S. clearly states the issue at hand with a call to action that makes the reader a pivotal piece of the solution.

Part 2: Action Steps

In addition to the letters, this mailing included two pieces tied to direct action. The letters make the case for Giffords PAC and are followed up with action-oriented content.

yellow call to action slipThe first is a yellow slip with a bold headline: Washington Must Find the Courage to Take Action! It echoes the tone of the letters—we will not stand by while gun violence happens, and we demand that leaders act. Then follows a list of clear steps that elected leaders can follow that Giffords PAC believes would achieve greater gun safety.

Part of what makes this piece of the mailing strong are the details. This slip cites specific actions for leaders to take and specific legislation that should and should not be a part of solving the crisis of gun violence. It gives the impression that this organization is clear in its goals, understands the situation, and has identified clear solutions. There is no passive language here. Action-oriented words are key to making this slip work.

donation slip direct mail fundraisingThe second action piece in this mailing is the donation slip. Again, the purpose here is clearly stated to help reiterate what your contribution will do. The recipient’s name and address are printed on the slip as well. All a donor has to do is check the box indicating the amount of the gift.

Another effective and personal touch is the photo of Giffords and Kelly that appears in the upper right corner. It is always helpful to put a face to a name and better know who you are supporting and working with. This slip offers multiple ways to give, too. You can mail this slip back to Giffords PAC or “put your money to work right away” at the web link printed on the bottom.

Letters to political leadersBeneath the donation slip itself are three letters to the President, Speaker of the House, and the Senate Leader for donors to sign. Giffords PAC takes on the work of ensuring these reach these government leaders. It’s an easy way to start making donors feel involved in the cause.

Part 3: Remittance Envelope

remittance envelopeIncluding a remittance envelope in the mailing makes the process one step easier for recipients. The envelope requires no additional postage to be mailed. Many donors today choose to give online. However, including a remittance envelope is a nice courtesy that makes it convenient for recipients to take action.

Need help with your direct mail or fundraising campaign? At Paw Print, we specialize in direct mail appeal production. Contact us to start reaching more donors today.

Scorpion Marketing 101

scorpion on white background
Get your prospect’s attention with a Scorpion Marketing Strategy!

Ever feel like you’re beating your head against a wall trying to sell to the unsellable, qualify the unqualified, or get responses from the unresponsive?

You are not alone. As a sales professional and/or a business owner, much of the anxiety, frustration and weariness that happens in growing sales and a business is directly related to these activities.

Are you comfortable, if not jazzed, to have conversations with clients and prospects but discouraged with how difficult it is to get people to engage?
What if you could increase the ROI on your sales and prospecting efforts with a non-intrusive strategy to engage and generate more leads?

Consider Scorpion Marketing

If you walked up to your desk and found a scorpion looking up at you, would that get your attention?! Probably safe to say you might even jump back… whoa!!!

There are certain things that happen in life – and in business – that GRAB our FULL attention and cause us to act on the situation at hand.

Scorpion Marketing is an ACTION designed to get a REACTION. It’s a tactic that’s guaranteed to get your intended audience’s attentions despite the competing forces vying for those persons’ attention.

Putting People First

Growing a successful business is all about seeking and establishing relationships with people who have a need for your product. Virtually all sales and marketing investments and efforts are born with the intent of generating leads. Leads are the spark of opportunity for prospects to build familiarity and trust with you, your company, and your product. Generating a viable lead is the cornerstone toward meeting a prospect’s need and converting a sale.

But sales and prospecting is tough work! You may have the best product and service to meet someone’s need. But until they fully understand and experience your offering, you’re just one of the pack. And even before that, until you get face-to-face with a prospect to fully understand the problem they are trying to solve, you’re at a loss as to how and even if your value proposition is relevant to them.

All of this brings us back to the importance of generating a qualified lead to trigger your business development process. That’s where Scorpion Marketing comes in.

How Does Scorpion Marketing Work?

At Paw Print & Mail, we’ll design a strategy utilizing an attractive and relevant direct marketing package and follow up process that’s guaranteed to get the attention of your key prospect or client. Like reacting to the scorpion on your desk, our Scorpion Marketing process will set you apart from your competition and exponentially increase your ability to directly connect with your prospects and begin the relationship building process.

Above all… Scorpion Marketing spurs the engaging activity that leads to sales. Scorpion Marketing is prospecting on steroids, which is more fun and rewarding than the typical prospecting you’ve done (and dreaded doing) in the past.

To learn more about our Scorpion Marketing service, contact Tom at tbrassard@paw-prints.com or call Paw Print & Mail at 802.865.2872.

Envelope Creativity Boosts Response Rates

Entrepreneur opening a padded envelopeOne of the biggest hurdles of direct mail? Getting people to open the envelope.

Postcards and self-mailers have the advantage of standalone, eye catching content. The graphics are immediately visible, compelling the recipient to read on.

But for many mail pieces, an envelope is essential. Using an envelope doesn’t have to be limiting, however. In fact, today’s printing technology allows envelopes to be more personalized and attractive than ever before. Customization turns envelopes from basic commodities to effective direct marketing tools.

Why Direct Mail?

cartoon envelope with megaphone

In our digitally saturated world, direct mail stands out:

Creative & Customized Envelopes: Reach More of Your Audience

Basic return address printed envelopes have long been a standard for many businesses. While they get the job done, inkjet technology has made it possible to completely customize envelopes, making your campaigns more personal, relevant, and compelling for your audience.

Some reasons to personalize envelopes for your business or organization include:

Increase Visibility

Generally, envelopes have the information necessary to get the mail piece to the recipient. But there’s a lot of white space left over that can be used to include a compelling call to action. You may not always open envelopes, but you’re sure to look at the outside to see who the mail piece is from. An envelope is a highly visible space available to tee-up the theme or message of your campaign.

Improve Open & Response Rates

Creative envelopes not only enhance visibility. They also raise curiosity, making recipients more likely to open and respond to your message. You can use the envelope to create a sense of urgency, letting recipients know there is a limited amount of time in which to respond.

Send a Timely Message

Customized envelopes have the advantage of timeliness. You can print for a specific theme, referencing your current campaign or a seasonal or time sensitive offer.

Stand Out from the Crowd

group of pencils one red among the blue
Background image created by Yanalya – Freepik.com

Giving a unique touch to your mailings separates you from your competition. In a mailbox of white envelopes, an envelope with color and interesting graphics stands out, making you more memorable than your competitors.

Segment, Budget, Personalize

The ability to customize means that you can create envelope designs that are more personal to the recipient. Maybe your mailing is targeted to past customers, or to your top donors. Whoever your target audience may be, you can make your envelopes specific to that group and the goals you have for them. With Variable Data Printing, you can even print each individual’s name on the envelope as part of the call to action.

No Overstock or Rush

When you print custom envelopes at the time of production, your printer can produce just enough for your mailing. That way, you won’t have to worry about storing overstock, or having a pile of extra envelopes specific to a campaign that you won’t be able to use again. On the flip side, you won’t have to stress about coming up short and placing a rush order. If the printer needs a few extras to finish the job, they can print more at no added cost to you.

The creativity of your imagination is the only limit when it comes to printing envelopes. Custom sizes, stocks, and colors are all available, making it easy to create a stand out envelope for your next campaign.

Ready to step up your direct mail? At Paw Print, we can assist you every step of the way, from designing your mail piece to printing to mailing fulfillment. Contact us today to get started!

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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) Direct Mail 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

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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

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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?
  • Do 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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Understand Your Audience for Marketing Success

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How well do you know your audience?

It’s a question that marketers and fundraisers regularly ask themselves. You may have a general idea of the types of people who are purchasing your products or giving to your cause. But 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. These include open and click-through rates, unsubscribes, and bounces. 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 also be very trackable. Include a coupon or return envelope that the recipient will have to return to you. Or try using a code that must be entered online to receive the offer. When you know how many pieces of mail led to an action, you can 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. Try sending out each version in equal quantities. Then, 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!

Essential Tips for New Year Fundraising

Take a moment to breathe–you’ve made it through another busy holiday season. If you’re like many nonprofits, year-end fundraising is both a critical and a crazy time for your organization.

A lot of effort goes into crafting and executing year-end campaigns. Though you may be finished promoting your 2017 holiday campaign, your work is far from over. Now that you’ve got some breathing room, it’s time to consider how your organization will handle the fundraising challenges of a new year.

Looking Back

First, make sure to wrap up your holiday campaign. Often gifts will continue to come in through January, so it may be difficult to immediately determine the outcome of last year’s campaign. When you’re able to compile the results, take some time to evaluate them. Your best direction for the year ahead is to look back at the past year.

Your first move with these results is to share them with your donors. You need to thank everyone who gave to your organization, and let them know what you accomplished.

business people seated on couch surrounding open laptop
Business image created by Freepik

Don’t try to evaluate the campaign on your own. Get your team together to discuss the past year. What did they like about how each campaign went? What takeaways did they have from the year as a whole? Now that things have slowed down, you can take time to talk through experiences and assess the results to be better prepared for future campaigns.

And don’t be afraid to look at negatives as well as positives. The only way to avoid the same pitfalls in a new year is to critically look at campaigns that performed poorly.

Looking Ahead

You’ve got an entire year ahead of you—how will you spend it?

Set Fundraising Goals

Dart board with multicolored darts labeled with fundraising goals
Business image created by Waewkidja – Freepik.com

By identifying where you want to go now, you can stay on track to fulfill the goals you set this year. Identify what objectives you want to achieve and what specifically will allow you to achieve them. For instance, if you know you want to increase donor retention, also specify a percentage or number to increase it by. You can only achieve trackable growth if you have exact figures to evaluate and work towards.

Measure What You Need to Manage

It can’t be emphasized enough how important and valuable it is to take this time to measure your recently completed campaign results. Knowing fundamental metrics like money raised, donor count, average and median contribution per donor, cost per donation, and ROI, compared to previous years’ campaigns, and in relation to your goals, are all key decision-making measurements. If you applied an A/B split to your campaign, measuring the performance difference between the two mailings is why you invested in a split in the first place. Taking these measurements while a campaign is still fresh adds more value to planning your next campaign than trying to reconstruct data later on.

Continue Doing What Works

How often might we become distracted to think there’s a slicker, more innovative way to build upon current success. Not that looking for better, more creative, or technologically innovative ways to improve upon our fundraising isn’t a worthy pursuit. But if something’s working well, do more of it. And if you have a reliable approach that consistently works well, that’s the perfect environment to work in a different approach to test without swaying from what’s tried and true.

Develop 1 New Strategy

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

Over time, you’ve likely come across strategies you want to implement into your organization. But doing so takes time: time to learn a new system, time to put it into practice effectively, and time to make it useful for your donors. Now that you have time to consider your next step, list these strategies and pick one that you think you can reasonably incorporate into your fundraising this year. Since marketing strategies are constantly evolving, it may seem necessary to follow as many trends as possible. But it’s better to focus on one and master it than to spread your resources too thin.

Prepare for Events

Be conscious of what events you have planned to host or attend this coming year, and don’t try to squeeze in a lot of extras. One well-executed event can have more of an impact than three or four time consuming and hastily organized ones. Consider how you need to prepare. Do you need volunteers? Are you hoping to give away promotional items? Know your strategy early, so you won’t be scrambling at the last minute.

Digital Reigns

If your digital fundraising strategy is patchy or unsuccessful, make updating it a priority. Donors need to be able to find you on the web, and online donations are becoming increasingly popular. Also, 55% of people that engage with a nonprofit through social media end up taking action, whether by volunteering, donating, or sharing your message.

Create Content Consistently

It’s important that your audience hears from you on a regular basis. To keep them engaged, you’ll have to share a variety of content. It can seem daunting to frequently come up with new content. But you can employ different strategies to make the process easier. First, develop a content calendar for the year. When will you send direct mail? How often do you need to email? What blog posts will you publish? Then, look at content you’ve already created. Maybe you take an image or quote from a long-form blog post and use it in an email newsletter or social media post. If you have donors and followers, you’re likely already producing effective and compelling content. So, don’t forget about it—look at how you can re-purpose your past efforts to stay on track now.

Try Testingdigital artwork two open laptops

This can be a good time to test new strategies. Do some A/B testing with your direct mail and marketing emails, to better understand what touches and compels your donors. Do certain images or words resonate more than others?

Run Other Campaigns

A holiday is a great theme to plan a campaign around, and luckily there are plenty of them throughout the year. While year-end appeals are important, as 1/3 of annual funds are raised during the month of December, don’t make that campaign your sole focus. A compelling message will have an impact at any time of the year. You can relate your mission to certain holidays to keep your donors excited and your message relevant.

Need help developing your fundraising strategy and materials? At Paw Print & Mail we specialize in nonprofit fundraising appeal services. Contact us today, and let us help you make 2018 your best year yet.

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Have You Gone to the Mailbox Today?

Rethink Direct Mail

smiling woman opening direct mailThink about the last purchase you made. What did it take to bring you from prospective customer to committed buyer?

Prospects typically need multiple touches before they commit to a purchase—over 7, according to the Online Marketing Institute. While it’s relatively easy to send out lots of emails or post on social media, we’re in an age where many of us are experiencing digital overload. (The average office worker receives 121 emails per day!) In such a crowded digital space, it’s hard to make your voice heard. If you’re not getting the kind of response you’d like from your marketing campaigns, it may be time to add direct mail to the mix.

Direct mail consistently rates as being more trustworthy, more memorable, and read more often than email. It provides a personal touch and the kind of experience digital just can’t deliver.

Direct mail may seem limiting if you have limited experience with it. However, printing has advanced considerably, giving you a wide range of options for texture, color, shape, design, and personalization.

As with any marketing communication, direct mail works best when it is relevant to the recipient and tailored to your audience. Just like digital communications, you can automate your direct mail to make the process more efficient.

What is Marketing Automation?

The basic idea of marketing automation is to use software to replace repetitive manual processes with automated actions. You can find, target, and contact prospects effectively and efficiently. The automation software makes it easy to segment your contact lists and target specific audiences with tailored messages, leading to increased sales for your business. Automation delivers you more qualified leads and makes your marketing more efficient, so that you can focus on high-gain sales activities for your company.

chalkboard with drawn envelopes mailing
Business image created by Dashu83 – Freepik.com

Automation often relies on a trigger system. When a prospect completes a certain action, such as opting in to an email list, it triggers your software to send an email to them. Automation is regularly used for digital marketing processes. The benefit of digital automation is that you can reach prospects instantaneously, increasing the chances of a sale. However, direct mail can be automated too, and it gives recipients something more: a physical and personal experience that stands out from a cluttered email inbox.

Some examples of direct mail automation campaigns include:

  • Seasonal promotions
  • Exclusive offers based on past purchase history
  • Mailings to celebrate birthdays, anniversaries, or to thank
  • Promotional packages, featuring branded products

Case Study: A Real-Life Campaign

profiles of prospective customers
Background vector created by Iconicbestiary – Freepik.com

An essential factor of any automated campaign is to know your audience. Automation software makes it easy to segment your contact lists to find the best audience for your campaign. You can define your best customers and the key demographic and psychographic factors they have in common.

If you’re working in a B2B context, you may find that a certain industry uses your services more frequently than others. It makes sense that you’ll want to engage with similar businesses to find more customers that are like your best customers.

A recent mailing campaign we did followed this model. We identified an industry we frequently worked with, and set out to create a campaign to attract more leads from this group. Having worked with this demographic before, we were able to anticipate common pain points, needs, and desires they face, and create content with those factors in mind.

Before contacting anyone, we put together a compelling direct mail marketing package. Personalized to the recipient, the package showed our knowledge of their industry and reached them on a personal level. The message–we know your problems and desires, and we can help you to solve and achieve them.

The packets included:

  • A letter personalized with the name, address, and institution of the recipient
  • A functional portfolio folder featuring content customized for the recipient’s business
  • A description of our services specific to that audience
  • Contents packaged in a custom envelope

While we were able to create a personal touch with our content, automation allowed us to find and connect with these prospects in a timely, scheduled manner. We purchased data lists that we then compared to our current customer list to exclude our customers from receiving a prospecting packet. Once we identified a qualified list of recipients, we automated the mailing by consistently sending out 10 packets per week. Then, we followed up with a structured phone and email schedule.

We created a personalized and industry-specific mailing and used automation to identify, mail to, and follow up with qualified recipients. We were able to generate business by creating an impression with our direct mail package. It stood out among the myriad marketing messages these businesses received on a daily basis.

At Paw Print & Mail, we specialize in direct mail marketing. Let us help you design, print, and automate your next direct mail campaign, so you can generate qualified leads for your business.

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6 Strategies for Engaging Millennial Donors

young woman holding binoculars
People image created by Freepik.

What does the term “millennial” mean to you?

For many fundraisers, it means a struggle to find ways to connect with a diverse generation that has different expectations than those established by their parents and grandparents.

But millennials don’t have to mean a struggle, and they can mean the future of your organization. Millennials currently make up 25% of the U.S. population, and will compose half of the American workforce by 2020. It’s essential that you’re able to reach this generation with your fundraising efforts. It represents a significant number of potential donors that may be interested in giving now, and for many years to come.

More so than previous generations, millennials are very receptive to cause marketing and fundraising. Nearly half of millennials are more willing to purchase from a company if that company supports a cause, and 37% will pay more for a product or service if it will help a cause they believe in.

Millennials’ desire to do good makes them qualified potential donors for your organization. But to reach them effectively, you may have to adopt some new practices.

1) Invest in Digital Marketing

Millennials grew up using computers, and they’re quick to adopt new forms of technology. If you want to make millennials aware of your nonprofit, you have to be tech savvy, too. You can:

  • Be active on social media by sharing, posting, commenting, and responding to any actions on your page.
  • Ensure your website is updated regularly, easy to navigate, and optimized for mobile devices.
  • Set up search engine optimization (SEO) for your nonprofit’s website.
  • Try using or creating a mobile app so that it’s easy for potential donors to give at any time (millennials tend to be impulse donors).
  • Develop consistency across marketing channels so that potential donors will have a seamless experience.

2) Millennials Like Direct Mail

Though millennials are digitally focused, they place value and trust in direct mail. 84% of millennials regularly read through their mail, and 64% would rather find useful information in the mail than from an email. Part of the reason is that direct mail can be extremely personalized for the recipient. Personal touches give your nonprofit a human, friendly side that millennials will connect with.

3) Be Approachable

Present your organization as approachable and encourage potential donors to engage in frequent conversations with you, whether on a blog page, social media site, in an email, or in person.

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Business image created by Peoplecreations – Freepik.com

By connecting with millennial donors now, you are beginning a long-term relationship with them, that will hopefully transition to a regular gift. Many younger people may not be in a position to make a financial gift, but are still passionate about helping. Encouraging them to volunteer with you keeps them involved while creating a deeper bond between them and your organization.

4) Think Global, Act Local

Millennials have a global consciousness, and they want to feel they’re contributing to a larger cause. If you can, connect your mission to a larger issue, and show how an action in your community can relate and support a global need.

5) Enhance Trust

42% of Americans believe brands are less trustworthy than they were 20 years ago. A good practice for reaching donors of any generation is to be transparent. Millennials want clear and specific information on the impact their individual contribution will have.

Millennials_Trust_Paw_Print_And_Mail
Business card image created by Katemangostar – Freepik.com

Building trust also means staying in touch with donors on a regular basis. Since millennials value the relationships they build with organizations, it’s essential for you to communicate with them for more than just an ask. Reiterate the good you’re doing with regular updates on the impact you’re having.

6) Step Up Storytelling

Millennials tend to feel connected to causes rather than individual organizations. But you can use stories to show the impact, importance, and personal side of your nonprofit, helping millennials to build a stronger connection to you. It gives your organization a human side, and potential donors can see and hear from specific individuals they’ll be helping. Use a lot of images and videos in your fundraising materials to help your stories make an impact.

At Paw Print & Mail, we specialize in nonprofit fundraising appeal production. Contact Paw Print today to enhance your nonprofit’s fundraising approach.

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