6 Rules to Maximize Your Next Direct Mail Campaign

Ever make an instant connection scrolling through social media? That happened to me recently when two back-to-back posts on LinkedIn seemed to finish each other’s thoughts. The first was about a challenge many nonprofits are facing: a steady decline in individual donors. The second described how print is evolving into a specialty channel that delivers more strategic, targeted communication.

Together, they tell a bigger story.

As your nonprofit works harder to re-engage supporters, you need to understand how to translate mission into response. Direct mail helps you stand out from the sameness in email inboxes and postal mailboxes, too.

Here are six rules for nonprofits to maximize response and return on investment.

1. Use Paper and Ink to Communicate Value

The feel and look of a direct mail piece can instantly influence perception. Select paper stock that signals quality. Think uncoated textured stock for warmth or gloss for a polished look. And recycled options for environmental organizations can reinforce the mission.

Add finishing techniques like foil stamping, embossing or spot UV to convey value and to highlight key messaging. Bold, high-contrast colors or metallic or fluorescent inks can add excitement and urgency.

2. Try Unique Sizes and Folding Formats

A #10 envelope may be standard, but there are other options. Oversized envelopes or soft-touch coatings create a tactile and visual experience. Inserts with unique folds can guide readers through a story while also moving them — physically and emotionally — toward a decision to give money or join a cause.

3. Go Beyond “Dear [Name]”

Personalization shouldn’t stop at the salutation in a letter or headline. With variable data printing (VDP), nonprofits can vary images, messaging and ask strings based on donor data.

Simply referencing the donor's past support or, even better, their impact can significantly lift response rates. Consider versioning and data segmentation to help personalize at scale.

4. Let Print Tell the Mission

Nonprofits often have powerful visuals — photos of people, places and programs — but do you know how to use them effectively in print? Design layouts that spotlight images, incorporate infographics, or use color blocks and typography to break up text.

Also, a well-designed outer envelope or full-color insert can visually express the mission before a word is read. Encourage clients to think beyond text and embrace the emotional power of print design.

5. Include an Interactive or Useful Element

Premiums don’t have to be expensive. Even a small, useful item can build goodwill and boost response. Magnets, calendars and stickers —when well-branded — can stay on a fridge or desk for months, keeping the cause top of mind.

Interactive elements like reply cards with peel-off stickers add engagement. You can also suggest mission-themed inserts, such as a photo of someone a donor’s gift helped or a mini-poster the recipient can display.

6. Make It Easy to Respond

This is a big one: A creative mail package won’t work if it’s hard to give. Ensure the reply mechanism is simple, unmissable and, if possible, pre-filled. For younger audiences like Generation Z and millennials, provide QR codes linked to donation pages.

Pre-sorting, barcoding and tracking can also offer more efficient delivery and campaign performance analysis.

Nonprofits are passionate about their missions — but may not always know how to bring them to life in the mailbox. Take advantage of print’s capabilities to transform each direct mail outreach into an engaging, effective campaign that makes an emotional connection and builds momentum toward a successful donor experience.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.