8 Envelope-pushing Direct Mail Marketing Strategies for Non-Profits

In today’s digital world, it’s easy for non-profit organizations to focus time and resources solely on digital marketing strategies. But for those looking to build stronger connections, increase donor engagement and gain greater support for their cause, direct mail can be gamechanger.

Here are five attributes that make direct mail remarkably effective for non-profits:

• The touch and feel of direct mail can evoke an immediate sense of connection that digital communication can’t replicate.
• Longevity. Direct mail doesn’t get buried in a crowded inbox. Research confirms a mailer can stay in a home for up to 17
• Trackability. The success of direct mail campaigns can be easily analyzed and measured, so ongoing tweaks can be made to continually improve results.
• Perceived as a trustworthy medium, direct mail helps donors feel more secure about their donations.
• Creativity. Direct mail is a blank canvas for creativity. The possibilities are endless!

Plus, direct mail marketing simply works. The average conversion rate for direct mail campaigns is generally around 2%. That means for every 100 mailers, non-profits can anticipate approximately one or two donations — more money that goes toward the cause.

By combining the power of direct mail with digital touchpoints, non-profits can create an even more compelling donor journey. Here are eight tips for non-profits to boost the success of direct mail marketing within an omnichannel strategy.

1. Tell an intriguing story. You have a passionate team, an inspiring mission and programs that make a difference. But how do you best communicate this to your donors and supporters?

Potential donors want to know who or what they’re helping and how their support can make a difference. Use your direct mail real estate to share captivating narratives that tug at the heartstrings and inspire action. Craft stories that illustrate the impact of your organization’s work, the solutions it provides to overcome challenges and the transformation that’s occurred as a result. Include concrete examples, testimonials and visuals to enhance your storytelling and make your message more memorable.

Be sure to also share these stories across your website, social channels, newsletters and more to create a cohesive narrative that resonates with donors, regardless of the platform.

2. Use high-quality design and materials. Investing in professional, thoughtful design is key in creating impactful direct mail campaigns that generate a strong response.

• Communicates standards. Photographs, images, color palettes, messaging and even the paper stock you use are a direct reflection of your non-profit’s brand and values.
• Builds your reputation. A polished, well-executed design conveys your organization is trustworthy and legitimate.
• Drives results. Designs that are strategic and intentional often lead to higher response rates, translating into more donations and engagement.
• Fosters retention. Consistent, recognizable branding helps donors remember and feel connected to your non-profit over time, making them more likely to continue supporting the organization.

Try experimenting with different formats, such as oversized postcards, to see what drives the best results. Consider conducting surveys or focus groups to gather feedback directly from your donors about their communication preferences and what information they need to make the decision to support your cause.

3. Speak to your audience. Whether you’re engaging a prospect, soliciting an active donor or trying to re-engage a lapsed donor, a direct mail piece should be personalized to speak to each of these groups differently depending on your fundraising objectives. Consider segmenting your donor list based on demographics, giving history or other relevant factors, so you can tailor your message to their interests and past support.

Donors want to feel like their contributions are valued. Personalization can help them feel seen and appreciated, increasing the likelihood of their continued support. For example, if a donor has previously supported a specific program or initiative, highlight the impact of their contributions in that area.

By personalizing your message, you can create a connection with potential donors and repeat donors and show them that you understand their values and motivations for donating.

4. Call on recipients to act fast. When it comes to writing a call to action, clarity is key. Your audience should know exactly what you want them to do and why they should do it. Use action-oriented language that conveys a sense of urgency, such as “Donate now to save lives” or “Join us in making a difference today.”

Make sure your call to action stands out visually in your direct mail piece. Use bold fonts, contrasting colors and strategic placement to draw attention to the action you want recipients to take.

To create a truly omnichannel experience, consider incorporating a personalized URL (PURL) to a donation page to streamline the process and make charitable gifting simple. Or you may include a Quick Response (QR) code so interested donors can click to visit your website for more information on your organization or to read your impact story.

5. Refine your efforts. A/B test different messages, designs and calls to action to see what gets the best response from your recipients. After you test out different elements, make the necessary tweaks to your campaign. Look for patterns and trends in your data to identify what strategies are resonating with your audience, and test small variations in your mailings to understand what elements are most compelling to your supporters.

Use this feedback to refine your messaging and design. Don’t be afraid to experiment with new approaches. Direct mail is a versatile medium that allows for creativity and innovation. Keep testing, learning and iterating to continuously improve the effectiveness of your campaigns.

6. Track and measure results.Analytical data lets you accurately assess the impact of your direct mail campaigns while gaining valuable insights into donor behavior and preferences.

Start by setting clear goals for your direct mail campaign. Whether it’s increasing donations, raising awareness or driving event attendance, having specific objectives will help you measure success.

Track metrics such as response rate, donation amounts and conversion rates to evaluate the effectiveness of your mailings and gain valuable insights to make data-driven decisions for future efforts. Implement unique tracking codes, personalized URLs or QR codes, allowing you to see which tactics are driving the most engagement. Use this data to continuously improve your campaigns, increase donor engagement and drive continued success.

7. Optimize timing. Timing plays a crucial role in the success of your direct mail campaigns. Sending out your mailings at the right time can significantly impact response rates and donation amounts. Plan your mailings strategically to coincide with key moments when your audience is most likely to respond.

One important factor to consider is the time of year. For example, the holiday season is a popular time for charitable giving, so planning a fundraising appeal during the season of giving at the end of the fiscal year can boost donations and help meet your year-end fundraising goals. Tailor your messaging to align with the timing of your mailings for maximum impact.

Keep in mind, consistency is critical. Establish a regular cadence for your mailings to stay top of mind with your supporters. Consider implementing a multi-touch approach with a series of mailings to reinforce your message and drive action.

8. Retarget interested donors. Postal retargeting — also referred to as programmatic direct mail — is a proven solution that allows non-profits to reconnect with an audience that already has an active interest in your cause.

The direct mail channel can be an extremely successful addition to your overall marketing strategy, driving incremental donations as well as increases in donor engagement and contributions. If a prospect engages after your initial contact, for example, follow up in a timely manner to keep the momentum going.

Start by segmenting website visitors based on their browsing behavior and create targeted messaging that speaks directly to their interests and concerns. For example, if someone visited your donation page, but left without donating, you can send them a direct mail piece that highlights the potential impact of their support, encouraging them to donate.

By including a unique URL that directs recipients to a personalized landing page, you can track their interactions and tailor future communications based on their engagement and increase the likelihood of converting them into donors.

Our stamp of approval

When strategically integrated into an omnichannel approach, direct mail can enhance a non-profit’s fundraising efforts considerably. That’s why LS Direct supports non-profits with proven solutions to build engagement, drive conversions and optimize donor campaigns for powerful returns.

Download How Direct Mail Bridges Online and Offline Marketing for more strategies on using direct mail to accelerate results for your next fundraising campaign.