NONPROFITS, MAKE YOUR MULTI-CHANNEL MAIL CAMPAIGNS YIELD BETTER RESULTS.
PROMOTE YOUR DIRECT MAIL MESSAGE ACROSS MULTIPLE PLATFORMS
Be sure to use your direct mail campaign message and art to its full advantage. Use different segments of your letter and/or brochure to create multiple social media posts. Also, create a blog on your website using the content of your appeal and reuse the graphics from your printed materials to help tell the digital story. Lastly, every time you post or blog, be sure to include a link to allow your audience to donate.
MAKE ONLINE GIVING SIMPLE AND EASY
It is essential to make certain that your audience can quickly and easily give money. If potential donors are required to click through several pages or give a lot of personal information, you will lose a large portion of traffic. Also, keep in mind that 51% of all website visits today are from a mobile device. Make sure that your online donation process is accommodating to mobile users.
TELL PEOPLE HOW DONATIONS WILL BE USED
Use specific dollar amounts to tell people how their funds will benefit your cause. For example, “$100 can feed 4 students lunch at school for 4 weeks.” Quantify how previous amounts have been used to impact donation value. “Last year we raised $250,000 and build two facilities that housed over 100 children for an entire year.” Make sure your messages are emotional and heart-felt. This helps to create loyal donors and expands your donor base.
KEEP YOUR DONOR BASE CURRENT
Donor renewal mail yields a 3.7% response rate. Make sure that you take the time to keep your donor base current. Have your list “scrubbed” to ensure maximum delivery and to prevent unintentionally alienating champions of the cause. Scrubbing includes but is not limited to; NCOA (National Change of Address) updates, de-duplication by names and addresses, as well as an update using the deceased persons file.
Using these simple tips can help to create a successful direct marketing campaign and help give you a great start to the new year.