Initially, you may think that simply asking your donors to support your cause will be enough to reach your fundraising goals. However, in order to truly maximize your fundraising efforts and better engage with the individuals who help fund your mission, direct mail marketing is an immensely transformative option.
Direct mail appeals are the backbone of communication and fundraising for most nonprofits in the US, and it can be a great way to engage with supporters in a more personal way.
Overall, direct mail is a tried and true method of fundraising for nonprofit organizations, but if you’re still on the fence, here are three reasons to include direct mail in your marketing strategy:
1. It has a high ROI for your marketing dollars
2. It provides an opportunity for powerful storytelling
3. It pairs well with fundraising opportunities
Now, let’s get into those convincing reasons why you should include direct mail in your fundraising strategy.
1. Direct mail has a high ROI for your marketing dollars
To put things is in perspective, if you implement direct mail into your campaign strategy, you typically yield a 28% higher conversion rate than a single fundraising channel alone. Direct mail has one of the highest ROI as compared to any other fundraising channels. Therefore, you shouldn’t be hesitant in your choice to implement direct mail strategies because the money you spend on marketing will be made back multiple times over in fundraising revenue.
2. Direct mail provides an opportunity for powerful storytelling
As mentioned prior, direct mail provides for more opportunities to personalize your tasks. One way to create a personal and engaging ask is by incorporating storytelling strategies into your fundraising campaign. Stories appeal to the emotional quotient of your members by giving them more to grasp, rather than just a piece of mail. After all, people remember stories way more than they remember facts and figures.
3. Direct mail pairs well with fundraising opportunities
Not only is direct mail a powerful marketing and fundraising strategy on its own, but it also pairs well with a number of other digital and face-to-face methods as well.
In this case, incorporating a multichannel approach leads to more touchpoints overall. And with more touchpoints, comes more donations! Furthermore, incorporating a multichannel approach will lead to a higher engagement overall between campaigns. This occurs because more channels lead to more encounters with your supporters on multiple platforms. After all, if your donors think about your organization more often, they will likely want to donate more frequently and more generously.
One example of incorporating direct mail with other channels includes bringing more traffic to your website, alongside your direct mail campaign. To do this, integrate your direct mail and digital strategies by including the URL or QR code driving donors to your online donation page in your direct mailings. Or, you can even include your dedicated mobile giving number and specific trigger words so that donors can quickly and easily text in their gifts!
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