Letter vs. Card Appeal – Which is Best for Fundraising?

smiling woman opening mailAs much as we wish warm weather would stick around, summer is winding down, vacations have been taken, and a new school year is about to begin. If you’re involved in fundraising for a nonprofit, you’re probably looking ahead to the next few months as you prepare fundraising campaigns to meet end of the year deadlines. Nearly 1/3 of annual giving happens in the holiday month of December. A year-end appeal is critical for achieving fundraising goals. It’s never too early to plan your holiday fundraising strategy. One of the most basic questions to ask is, what format should I be using?

Fundraising at its core is like any other marketing effort, in that it relies upon making a connection with your donors. Since 70% of Americans find direct mail communication more personal than digital forms of communication, a personalized mailer is an obvious choice for achieving maximum donor impact. Millennials like direct mail too, with over 90% considering it a reliable source of information. You can be sure a direct mail appeal will allow you to reach a wide audience.

Printing has evolved considerably over the last few years, giving you many format and personalization options. Two of the most popular forms of direct mail fundraisers are appeal letters and greeting cards. Which one should you use for your campaign? Continue reading “Letter vs. Card Appeal – Which is Best for Fundraising?”

5 Essential Parts of a Capital Campaign Brochure

Capital Campaigns: The Basics

capital campaign growth graph
Created by Creativeart – Freepik.com

Working for a nonprofit, you want to do as much good as possible. One of the most effective ways for nonprofits to achieve larger development goals is with a capital campaign. A capital campaign is a period of heavy fundraising efforts. Nonprofit organizations work to raise a significant amount of money within a specified period of time. Often this kind of campaign is used in order to raise funds to acquire, build, or expand a facility, or to set up an endowment. A large-scale campaign like this can be the only way for an organization to achieve goals that are vital to its efforts.

Targeting your efforts is essential to ensure you meet your goals within the time period specified. Unlike more general fundraising efforts, capital campaigns are specific. They require defined target benchmarks as you move through the campaign timeline. Capital campaigns give your supporters a specific, concrete goal that their dollars will go directly towards funding.

Continue reading “5 Essential Parts of a Capital Campaign Brochure”

Direct Mail Newsletters – worth sending (again)

Direct-Mail-is-PersonalI met with one of my nonprofit clients today for our annual first quarter review of the fundraising production services we performed for this organization in 2016, and also to get an idea of the results of their fundraising efforts.

The Executive Director announced with much pride and a big smile that 2016 was a very successful year for their fundraising efforts; generously exceeding the goal they set at the beginning of the year! Music to my ears!

What’s the secret sauce?

When asked what they attributed to their success, her response was being in front of their constituency on a regular basis. For the past four years, in addition to the various digital marketing channels they employ, this organization committed to printing and mailing 3-4 newsletter-style publications per year to tell their stories and engage with their clients and donors.

Slow and steady wins the race

Similarly, two of my longest running for-profit clients in Paw Prints’ 26 years so far, continue to print and mail their monthly newsletters without fail; for the past 20+ years and running.

Why do these and other organizations and businesses elect to print and mail a newsletter instead of relying solely on email? Because direct mail works for their business model and client base.

While good for some, is a direct mail newsletter right for your business or organization? Like many marketing strategies, the answer is it depends. It depends on who your ideal client/donor is.

Describe your target audience?

  • What are the demographics of your target audience? Criteria such as: age, income, education, occupation, lifestyle, client buying/donor giving history
  • What is your product or service? Small or low-priced consumer item? Large ticket item? Discretionary income item?
  • What is the lifetime value of a client?
  • Do you sell a value-added product or service, or a commodity?
  • Is the product space you’re in subject to constant and/or rapid change? Or subject to nuanced consistency?
  • What percentage of your revenue is derived from what percentage of your client base?

Looking at these criteria:

  • If you derive 80% of your revenue from 20% of your clients/donors
  • If you sell a high-value product or service
  • If the lifetime value of acquiring and retaining a client is relatively high
  • If your offering or organizational mission is somehow unique, technical, progressive, personalized, and subject to changes in the marketplace
  • If 80% of your target audience fits within a content-engaged demographic profile
  • If your target audience is engaged with the story you have to tell

… Then adding a direct mail newsletter to your marketing or fundraising mix is something to consider. Yes, you can handle all this with an email newsletter, and you should, but including a printed and mailed newsletter as part of a multi-channel approach is arguably a most effective strategy.

Quick reads for busy people

I’m a sucker for good content on the internet; for all the things I’m interested in and wish to accomplish in my personal and professional life. And, there is no lack of amazing content on every conceivable subject from smart people all over the globe.

So I subscribe, and subscribe again, and subscribe some more thinking that “it’s only a short read” and that I’ll get to every one of them. But reality and practicality is a different story! Even my most relevant and desirable eNewsletters get readily deleted when I’m crunched with work and projects – which is pretty much most of the time. When I’m staring at a constantly replenished list of emails in my inbox every day, I find my delete button gets quite a workout. Herein lies the bane of email marketing’s existence – along with overzealous spam filters.

People spend 30 minutes reading their mail

If a potential customer spends a few minutes on your website, that’s considered a good amount of time. What if we told you that they spend 10x more time with their mail?

According to the USPS, Americans spend an average of 30 minutes reading their mail on any given occasion. When it comes to magazines, they spend 45 minutes turning the pages.

Email newsletters are inexpensive to publish but increasingly challenging to be read. With a direct mail newsletter, the recipient has to physically lay their hands and eyes on the piece before deciding to read it or not, typically initiated with a quick “skim” of the content. With a captive and relevant design and headlines in place, the benefit of a physical piece is that it can be saved to be read at the recipient’s discretion and time-frame, away from the competition, clutter and chatter of all our digital media.

Physical mail leaves an imprint in the brain

Millward Brown, a research agency, found that physical media left a “deeper footprint” in the brain than digital media did. If people can touch and see a piece of direct mail, they’re likely to be more engaged with it.

A printed newsletter is tactile, triggering more of the 5 senses: touch, sight, and sometimes even smell (ink on paper is classic) that email simply can’t evoke. eNewsletters do the have the advantage of including links, videos, social network connections, etc., which is what makes email so powerful, but on its own, is easily lost or discarded.

People feel that direct mail is more personal than the internet

There’s something about receiving an email that can feel impersonal. It can take a long time for images to load, or they won’t load at all. With so many messages coming into your inbox, it’s hard to feel like any of them are special.

Direct mail, on the other hand, feels personal. According to USPS, 69% of people feel that mail is more personal than the internet. You’re receiving something tangible–like a ‘thank you’ card vs. a ‘thank you’ email.

Today’s digital print technology is impressive in its ability to personalize a document using variable data printing (VDP) applications. Here at Paw Print & Mail, we’ve employed sophisticated levels of VDP for many years, from simple mail-merge to personal URLs (PURLs) that integrate print and digital automation into a campaign that arguably rivals any multi-channel campaign.

Roughly 66% of people have bought something because of direct mail

According to the Direct Mail Association (DMA), nearly two-thirds of people have bought something because of a direct mail piece. Additionally, 70% of customers have re-started a relationship because of direct mail.

So what’s the justification and value proposition for considering direct mail for your newsletter marketing? I’ll bring it back to my nonprofit client’s comment at the beginning of this article… being in front of your constituency on a regular basis. The more ways and the more often you can share your brand and value proposition in a creative and relevant manner to your target audience, the more leads you will generate, deals you’ll convert, and money you will raise. Period. Slow and steady wins the race.

Care to talk more about your particular needs and challenges? Contact us at Paw Print & Mail for a chat.

How to Find More Clients like Your Best Clients

If you could attract and retain more major clients or donors, would that be of interest to you? If you had a way to quantify the traits and preferences of your top clients or donors in a way that helped you find more of the same, would you want to learn more? I suspect your answer to both of these questions is a resounding “yes!”

Target prospects with the most potential

You’ve heard it said, when it comes to direct marketing or fundraising, data is king. Some would argue that “content” is king, and while content is the stuff that brands are made of, if you’re not speaking to the right audience in the first place, your otherwise engagingly great content is falling on deaf ears.

The success of your marketing or fundraising campaign depends in large part on your ability to understand who your current clients or donors are. The Pareto Principle, best known as the 80/20 Rule, tells us that 80% of our sales or donations typically come from 20% of our clients or donors. If this rings true for your company or organization, does it stand to reason that if you could somehow clone your biggest and best clients or donors you’d increase revenue? The more you can zero in on prospects based on what you already know about our current clients, the better the return on your marketing or fundraising campaign investment.

Be smart about profiling your clients

So how do you go about increasing your knowledge of your existing clients or donors to improve your ability to target new prospects? Using the latest in intelligent data mining technology, one of the best methods is to apply a Demographic Overlay on your database or mailing list.

Working in partnership with Paw Print & Mail and our experienced list broker, and applying their standard Demographic Overlay package, we can append up to 21 demographic elements to your mailing list/database records. This information allows us to create a profile of your best clients. You are then able to leverage this information when making marketing decisions or procuring a new prospect or acquisition list rental for your next direct mail and direct response marketing or fundraising campaigns. Using a profile to target your list selections can result in increased response rates, and decreased mailing costs.

Benefits:

  • Get insight into common demographic characteristics of your clients and prospects
  • Identify traits of your best clients
  • Flexibility – append individual or multiple demographic selects and choose to match your files on name and address, or address alone

Some common demographic elements include: Date of Birth (Month and Year), estimated age (in ranges), current home value, dwelling type, fundraising contributor, gender, owner/renter, estimated household income, length of residence, mail order buyers, marital status, median income, children in home, pet owners, gardeners, outdoor enthusiasts, travelers, etc. Typical match rates range from 50 to 70 percent; however this varies based on the quality and accuracy of your house mailing list. Additional elements are also available. Please contact us to discuss your specific project.

Increase your Campaign ROI

Our response-based modeling will deliver reports on your prospects that have the highest probability to make purchases or respond. This intelligent system can compare two groups of data, such as responders and non-responders, renewals and cancels, donors or lapsed donors, or paid and unpaid. By profiling two unique groups, our modeling solutions uncover the highest probability responders, thus dramatically increasing ROI.

Acting on your client preferences

Understanding what makes your clients unique on a key activity like response, renewal, or payment can give your company or organization a competitive advantage. Our comprehensive report helps you learn what motivates your clients or donors and our consultative session gives you insight on how to increase response rates.

Contact us anytime to learn more or to take the next step toward improving your direct marketing results.