5 Eye-Catching (and Affordable) Direct-Mail Techniques
When to use this format: Emergency appeals, capital campaigns or calls to action that are time-sensitive. If you want to customize your next urgent mailing, try these simple impact techniques that won’t break the bank.
3. Recapture, renew and cultivate
The three little words “recapture, renew and cultivate” are more simply said than done — yet succinctly describe the focus of the current fundraising state of the union. The funnel of newly acquired direct-mail donors has slowed to a trickle for many groups for various reasons, be it lack of investment, competition and/or lackluster performance. The focus on retention is huge. This same focus is evident in “subscription” publications/mail as more and more readers consume their content digitally as opposed to print. The publications continue to mail renewal notices, usually small, monarch-sized envelopes but with standout teaser copy. They seldom say, “Please renew” on the envelope, but rather, “You’re missed,” “We want you back,” or “Thank you — we’re pleased to have you with us!” This kind of verbiage contains less of an intellectual stimulus and more of an emotional one.
How to use this format: The copy example on the envelope can easily apply to a renewal: “Valued Subscriber Since 2012.” What I found interesting is the incorporation of the word “Valued” to describe the subscriber — that’s special.
4. Make it easy to communicate
Providing the customer with multiple touchpoints for engagement may be easy to produce as in this USPS marketing example for Every Door Direct Mail. Providing multiple options for the customer to communicate his or her preferences is optimal, but it can be difficult to manage and capture the responses if you don’t have the right production partners to support the campaign. A postage-paid envelope, personalized Web page and QR code will cover all the bases. This university format (below left) takes it a step further and pre-fills the application for requesting additional information with the contact’s name and address. Also provided is a QR code insert as a quick mobile connect to additional alumni success stories.