4 Direct Mail Pitfalls Your Nonprofit Should Avoid
The impact of nonprofit direct mail marketing is undeniable. Direct mail delivers the best response, conversion rates, and return on investment (ROI) of any channel used. In fact, a "The 2023 State of Direct Mail" study by Lob and Comperemedia found that 74% of marketers agree that direct mail delivers the best ROI, response rate and conversion rate than all other channels used. Direct mail links to our desires and drives donations.
Part of the power of print is the emotional connection people have to the physical world. Direct mail marketing elicits a more substantial emotional response and is also remembered more clearly. This drives an increase in donations over other marketing channels.
Despite recession rumblings and tech layoffs, nonprofits are investing more in direct mail marketing to stay top of mind with donors. Yes, direct mail is effective, but your efforts could fall flat with one misstep. Here are four potential direct mail pitfalls to avoid in your next direct mail campaign.
1. Bad Stories and Images
Nothing makes more of an impact than a story from a person who your organization has helped. Make sure that you create well-defined stories that create an emotional impact. Pictures are as important as the story. They help convey your message and generate empathy. If donors do not connect to your story, they will not donate.
Consider not only featuring their story in your direct mail piece but also include a link or QR code to send them to a video of that person telling their story. It will create a deeper connection and drive donations.
2. Small Font
Clear and concise messaging is essential. Since many donors are older, use a simple typeface in a 12-point font. This will make it easy to read.
3. Unclear Call to Action
An unclear or missing call to action makes your direct mail trash. You must have a clear and effective call to action.
4. Bad Data
From bad addresses to faulty CRM data, direct mail only works when your data is accurate. Make sure to verify your mailing addresses, as well as update and maintain your CRM with accurate donor info.
How do you find the right people? Prospecting lists will help you increase your donor base. You can profile your current donors to see who they are. Then you can use that information to find others like them in your community. This will also help you target your messaging with stories that they can relate to. You also need to integrate with other marketing channels. The more touches you have, the better your ROI.
All your direct mail should be tracked and tested so that you know what is working best. Since you have many different stories of people who need help, you can break down your list to target the right people with the right stories. You want to maximize your ROI.
Combining good design, copy and calls to action in a direct mail piece that is sent to the right targets makes this channel extremely effective at generating donations. With 62% of consumers who responded to direct mail in the past three months making a purchase, you can turn effective direct mail into donations. Prospecting for donors with direct mail is very effective. Are you ready to get started?
The preceding blog was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.
Summer Gould is Account Executive at Neyenesch Printers. Summer has spent her 31 year career helping clients achieve better marketing results. She has served as a panel speaker for the Association of Marketing Service Providers conferences. She is active in several industry organizations and she is a board member for Printing Industries Association San Diego, as well as the industry chair for San Diego Postal Customer Council. You can find her at Neyenesch’s website: neyenesch.com, email: firstname.lastname@example.org, on LinkedIn, or on Twitter @sumgould.