Postal Retargeting: How Going Offline Can Increase Donor Contributions
In today’s digital age, online marketing strategies dominate the landscape. But don’t underestimate the incremental power of postal retargeting, especially for nonprofits.
Postal retargeting — also referred to as programmatic direct mail — is a proven solution that allows nonprofits 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.
Making cross-channel connections
One of the most significant advantages of postal retargeting is the ability to re-engage website visitors with a physical mail piece such as a postcard within a few days of their visit to your website.
Why is direct mail so powerful for non-profit fundraising?
It’s tangible. Postal retargeting offers a more personal and tangible approach to communication. In today’s fast-paced, digital world, receiving physical mail stands out as something special. Unlike online ads, which are easily ignored, physical mailings leave a stronger, more lasting impression.
Recipients may keep the mailings on their desks or pin them on bulletin boards, serving as a constant reminder of your non-profit’s mission and impact. This extended exposure can lead to a deeper connection with your organization and increase the likelihood of future support.
It’s personalized. Non-profit organizations can jump on the postal retargeting bandwagon by sending personalized communication to donors or potential supporters. You can personalize postcards to address active, lapsed, or prospective donors based on your fundraising goals, tailoring messages to each group for maximum impact.
According to NerdWallet, adding personalization as simple as a name can increase response rates by 135%. This personal touch not only creates a stronger connection but also demonstrates the non-profit’s dedication and gratitude towards its supporters.
It’ll never get lost in an email inbox. Direct mail has an open rate of 90%, compared to the 23% open rate of email marketing.
With emails flooding inboxes and banner ads everywhere, capturing attention is tough. A well-designed direct mail postcard captures attention, leaves a lasting impression, and helps your non-profit engage potential donors and supporters.
The visibility you need to secure donor dollars
More non-profit fundraisers are finding postal retargeting strategies to be effective. A recent report estimates U.S. spending on programmatic direct mail campaigns, driven by web-based triggers or behaviors, at $750 million in 2022. This spending is expected to grow by 19% through 2026.
While digital marketing is useful, postal retargeting re-engages audiences, fosters personal connections, drives donations, and produces measurable results.
Organizations across several non-profit categories — from animal welfare and international relief to veteran services — have found value in LS Direct’s Boomerang direct® postal retargeting solution.