Don’t Write Off Direct Mail
As a case in point, in recent years, one of the top mailers in the nation also is our nation’s largest Internet provider, America Online, which mails hundreds of millions of its disks annually.
USA TODAY recently quoted respected advertising forecaster Robert Coen’s estimate that marketers’ spending on direct mail will increase by 7.5 percent in 2007, after growing by 8.5 percent in 2006. This compares to a growth of only 4.8 percent for all forms of ad spending.
The United States Postal Service, while reporting decreases in First Class mail in fiscal year 2006, also estimated that the quantity of Standard mail (which is chiefly used for commercial and marketing purposes) increased by almost 3 percent. They also are predicting further growth for the 2007 and 2008 fiscal years … despite higher postage rates.
So what does this information tell fundraisers that use direct marketing? It tells us that the commercial world has rejected a “one or the other” attitude about the Internet and direct mail. It has learned through the past decade of experience that the best marketing strategies mix the two mediums.
And the same rule applies to fundraisers. Just as any fundraiser today is crazy to think about fundraising efforts without the use of the Internet, you’d be just as crazy to consider fundraising efforts without the use of direct mail.
Jim Hussey is president of Adams Hussey & Associates. Contact: firstname.lastname@example.org.