Let’s face it; the world in which we live is pretty much dominated by Digital Media. There is Facebook, WhatsApp, Instagram and many more Social Media platforms. There is also email Marketing. All of these instruments have been at the forefront of revolutionizing the ways in which people interact and do business across the globe. Indeed, not long ago, there were fears that this dominance would be such that it would spell doom for Direct Mail. The world was moving on and no one would have time to read something that was written on a piece of paper or on a banner, right?
Contrary to these Doomsday prophesies Direct Mail has actually, over the past decade, thrived. Indeed, more and more people in Marketing are realizing the importance and effectiveness of using Direct Mail tools to reach out to prospective customers.
We have previously written an article in which we talk about some of the reasons why consumers still Trust Direct Mail. You can also read our post on the reasons why Direct Mail is a better alternative to Email Marketing.
Needless to say here that there is something impersonal about the Digital Marketing platforms that can be found out there. This makes Digital Marketing less appealing, from the point of view of the consumer, than Direct Mail. So, what Direct Mail tips can we give to Non-Profit organizations?
Here are some of the tips that you can use to make your Non-Profit Direct Mail campaign a success;
As is the case with every instance of Marketing, Non-Profit Direct Mail campaigns need to be goal driven. What do you aim to achieve by sending out Postcards, giving out Brochures or any other Direct Mail materials? Non-Profit organizations usually have as a goal spreading the word about one worthy cause of the other. In any case, your goals will inform the type of campaign that you will end up running and the type of materials that you will use.
It can be tempting, particularly for Non-Profit organizations to want to rely on previous donors. However, this should never be the case. The trick lies in maintaining the relations that you have with these people, without hounding them with demands for new donations. This is one of the major disadvantages of running a charitable organization. Your very existence depends on the benevolence of total strangers. It can be tempting, therefore to try and cling to their goodwill one they have offered it to your. However, doing this usually leads the creation of a wedge with potential donors. Nobody likes being pressured, even for a good cause. If you do so, you are much more likely to drive these people away.
The great thing about Direct Mail is that it allows you to easily try out the best formats. This way, you are likely to arrive at the format that best works for you. This should particularly be the case for you if you run a Non-Profit entity. Some of the things that you can test out are layouts, phrasing and language, timing, images and much more. Direct Mail allows you to carry out A/B Split tests to determine the formulae that best works for you.
Often, there is a tendency among Marketing executives, to believe that Direct Mail has to be in competition with Digital Marketing. However, this should never be the case. Digital Marketing and Direct Mail do not have to be mutually exclusive.
Non-Profit entities should, in fact, embrace both Marketing formats. Research indicates that a majority of consumers prefer to interact with brands on multiple fronts. What this means is that you can use your brochures, business cards and banners to direct your prospects towards your Digital Marketing assets.
In most instances, Direct Mail can only contain so much information. The same can, however, not be said of, as an example, your website. You can, therefore, direct people towards your website or blog, from where they can get more information about the causes on which you are working as an organization. You can, therefore, synchronize your Direct Mail campaigns with campaigns on Facebook, Twitter and other Digital Marketing platforms.
One of the exceptional things about Non Profit entities is that donors require that they maintain a high level of accountability. This is where the difference lies with profit making businesses. Your very existence rests upon your ability to attract as many people as possible to your cause. Every one of your donors demands accountability from you.
If people think that their hard earned money is not being put to good use, then, they are not likely to continue donating money to your cause. It is important, therefore for you to build trust in your donors and prospects by advising them on the causes on which their money is being used.
Need help planning and running your Direct Mail campaign? Why not check out some of our services at Your Marketing Stuff, we specialize in the following;
Direct Marketing campaigns can be particularly difficult for Non Profit entities. The challenge lies in trying to balance building relations with current and former relationships while, at the same time, avoiding being excessively pushy. The one thing that you need to do is engage potential donors right from the start. There are many ways through which you can achieve this aim. We have previously written an article in which talk about some of the ways through which you can make your Direct Mail stand out.
Unfortunately for you, charity is one of the things that are probably on the periphery of most people’s minds. They are, on a daily basis, bombarded with offers that come from various organizations through various means. Within this mix, yours is but just one small voice. It is important, therefore, for you to take cognizant of this fact when designing your Direct Mail material. You should, therefore, strive to ensure that your potential donors realize right from the start that yours is a worthwhile cause. That is the only way through which you can capture and maintain their interest.