Weather Is Fine ... Wish You Would Give

It’s been proven that response rates for direct mailings utilizing VDP are four to six times higher than direct mailings not utilizing this technology. However, the level of personalization available through VDP is only as effective as the information collected in the organization’s databases.

In order to properly personalize postcards based on multiple factors, it’s essential to have mailing lists that are “clean” with complete and accurate information, as well as additional fields that can be used to drive variable elements. This allows recipients to cut through the clutter of their day-to-day mail and receive the messages that truly speak to their needs and interests.

More for the money
Aside from the ability to instantly connect with consumers and convey messages, another noteworthy value of postcards is their cost effectiveness. With the upcoming postage increases, nonprofits need a cost-effective way to reach potential donors. The postage rates for postcards are significantly lower than regular mail and, when sent in bulk, the savings is invaluable for nonprofits with limited marketing budgets.

Furthermore, nonprofits can get the most for their marketing dollars by partnering with a one-stop shop for their direct-mail needs, ensuring solution providers have advanced list services encompassing millions of households, in-house mailing services and Web-fed printers to support VDP.

The right direct-mail service provider can help put together strong offers, collate lists of targeted prospective donors, consult on ways to reduce postage costs and ensure the delivery of high-quality postcards that stand out. This translates to maximum responses and valuable dollars for an organization.

Keith Goodman is vice president, corporate solutions, at Modern Postcard, a Carlsbad, Calif.-based provider of direct mail advertising solutions. He can be reached at keithg@modernpostcard.com.