No matter what sector your organization operates in, a direct maiL campaign is always a valuable way to capture the attention of your supporters. By targeting them at home, when they have time to look over the materials you’ve sent, you’ll receive focused attention and an increase in donations.
Direct mail advertising can be used by:
- Religious organizations
- Nonprofits
- Political campaigns
- Educational organizations
- And more!
What is a Direct Mail Campaign?
A direct mail campaign is usually composed of a letter, brochure, or other types of mail sent directly to supporters from an organization. It’s a straightforward way of targeting supporters and asking for donations without holding an onsite event or meeting with donors in person.
Many nonprofits and political campaigns utilize direct mail because it provides a tangible connection and personally encourages supporters to donate, without being pushy. Direct mail campaigns typically target these groups:
Housefile: List of donors who have previously given to your organization.
Future Gift Prospects: Supporters who haven’t given in a long time or are new donors.
Specific Generation: Donors segmented by age to target them effectively.
Is Direct Mail Fundraising Effective?
Direct mail fundraising is actually considered even more effective than email marketing. Think about it: how often do you go through your email inbox, deleting spam and other emails because there are just too many to get through?
Instead, direct mail campaigns come straight to your mailbox, and you have to hold them in your hand, maybe even skimming through the content, before you decide to keep it or throw it. Direct mail is just one of the many fundraising strategies that organizations should use to raise money.
Tips for Direct Mail Campaigns
KNOW YOUR AUDIENCE
You can tailor your direct mail campaign to donors’ personal needs and expectations when you understand your audience. If possible, you can even send out several different variations of a mail campaign to best target each audience. When you think about your marketing strategy, consider the following details:
- Age
- Location
- Why they’d support your campaign
- Programs that matter to them
- Communication preferences
- Previous interest shown
USE STORYTELLING
Storytelling is one of the most powerful marketing tools you can use when creating a direct mail campaign. You can share success stories, volunteer highlights, and background information on your campaign or how your organization was founded. Donors will feel inspired to give after learning more about your mission and the work you’re doing.
Here are a few more ideas on how to incorporate storytelling and impactful words in your direct mail marketing campaign:
- Share background information about your organization.
- Tell a success story from those your nonprofit has assisted.
- Give details about any current campaigns and their purposes.
- Highlight volunteers or key members of your organization.
- Outline your future plans.
- Make your mission and goals apparent.
- Share stories about the current work your organization is doing.
KEEP IT SHORT
While it’s crucial to incorporate personal stories to encourage giving, it’s also essential to keep your word count down. Many supporters will skim the mail they receive, meaning you want to keep any copy short and to the point. Use headings to break up text and ensure the most vital information is near the beginning or highlighted visually, so donors see it right away.
INCORPORATE STRONG VISUALS
Along with words, using great photos or graphics is another way to create a successful direct mail marketing strategy. Making your letter or flyer stand out from the rest of the mail is vital to donors noticing it and reading further. Plus, people will be more willing to donate when they see photographs of your organization at work.
DEFINE GOALS
Another necessary detail to consider is a fundraising goal. Describe your campaign so that supporters have a clear idea of where their money is going, then define a fundraising goal. It could be a specific dollar amount you want to raise by a certain date or a specific number you’re hoping they’ll give. Consider your audience and decide the best way to share your goals with them.
MAKE GIVING SIMPLE
Your supporters will be much more likely to give if the process is quick and straightforward. In addition, varying age groups might have different preferences for giving. It’s best to give your donors a few options so they can choose what’s best for them. In your next direct mail advertising campaign, try accepting donations in one or more of the following ways:
- Using a scannable QR code that links to your online donation page
- Accepting checks that donors can mail back to you
- Sharing a website address where supporters can donate online
Utilizing Direct Mail and Online Fundraising
Catching your donors’ attention with direct mail is an excellent idea for nonprofits and other organizations. To make your campaign even more effective, utilize online fundraising in tandem with your mail campaign by including a scannable QR code somewhere in your letter. When you utilize CheqrPay’s online fundraising software, donors will be able to use their smartphone to scan the code, then donate to your organization in seconds. No account is necessary, and supporters can choose to donate one-time or monthly.
If you integrate online fundraising with your direct mail campaign, you will make it easier for your donors to give. There are a few tips for successfully prepping supporters, so they know how online giving works and just how easy it is. To best utilize online fundraising with direct mail, consider:
Writing your direct mail campaign with online giving in mind.
Transitioning offline donors to online giving by asking for their email address or capturing it when they give online for the first time.
Creating multiple touchpoints by utilizing direct mail campaigns with other forms of marketing.
Maintaining consistent branding across all marketing, including direct mail and website.
Using strong visuals and keeping all copy concise.
Creating Striking Direct Mail Campaigns
When your organization follows these tips for an effective direct mail campaign, you will reap the benefits. Reach your fundraising goals even faster by integrating online giving into your campaign with CheqrPay. To learn more about mobile giving and how to create personal QR codes for your fundraising campaigns, reach out today to request a demo. We are happy to help you discover new tools and share advice on successful fundraising campaigns.
