Which Type of Direct Mail Should You Send?

Young smiling businesswoman reading a direct mail letter at desk

There’s no denying it – direct mail is here to stay.

Direct mail outperforms email in several areas, including open rates, memorability, and reading preference. In our heightened digital era, handling a physical piece of mail can be a breath of fresh air.

However, “direct mail” is a broad category, that encompasses several different styles of mailings. Depending on your campaign goals and overall marketing objectives, one format may be more effective than another.

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Juice Up Your Appeals with Variable Imagery

UVM postcard mailing variable imagery
This postcard mailing for UVM makes use of variable imagery in the heading, with postcards segmented for recipients from different graduation years.

Variable imagery is one of the many benefits available with today’s digital print technology. It’s an effective and surprisingly easy way to add a personal touch to your fundraising materials, increasing engagement and gifts made to your organization.

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Write Your Best Appeal Yet with These Tips

Consider your most recent fundraising appeal. How did it go? Did it hit the right note? Or did it not quite achieve what you hoped it would?

When it comes to appeal letters, small changes can make a big difference. Here are some helpful tips to consider before you sit down to write your next appeal.

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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.

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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.

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Scorpion Marketing 101

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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? Continue reading “Scorpion Marketing 101”

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:

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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.

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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.

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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.

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