Direct mail remains a powerful tool for charity fundraising, says Sara Trumpp - but it's important to do it right.

It is brainstorming time again, and the topic of discussion is whether you should stick to your trusted direct mailing campaign or make a switch entirely to digital. Why can’t it be both? The print vs. digital debate has been a constant discussion in fundraising strategy for years. However, the ever-increasing conversion to all things online, might ironically be the reason for you to think twice about abandoning your direct mailing campaign.

With so many promotional offers, newsletters, coupons and general spam filling up our inboxes, consumers and donors alike are growing more uninterested in email and digital campaigns. We spend so much time looking at screens that we have become oversaturated with digital images and fail to remember digital campaigns. That being said, printed paper items have a staying power that is statistically undeniable. A recent study by Blackbaud, the software and service provider for non-profit organisations, states that 79 per cent of all charity donations are a result of direct mail.

79 per cent is an astonishing amount, so how do you tap into the power of print and maximise your direct mailing efforts?

1. Use a letter to accompany your visual material

More so than an eye-catching postcard or flashy flyer, trusted letter writing connects the most with donors. Why? Because letters are more physical than a postcard or a flyer. Donors interact with a letter; first by opening it, then by taking it out of the envelope and then by unfolding it. While this might seem inconvenient or bothersome, this interaction with the letter connects the donor physically to the content and has a more lasting impression. Letters are also more personal. We are hardwired to think that letters are important; where flyers or postcards by themselves are immediately recognisable as advertising material.

2. Have a strong visual campaign

We all know the saying “a picture is worth a thousand words”. While the trusted letter is important to establish that personal connection with the donor, it is just as important to have a strong visual campaign for stimulation. Vivid imagery is especially successful in attracting new donors.

According to the Journal of Consumer Research, a vivid print campaign has the power to evoke emotion and can even change your actual memories. During this study, researchers showed one group of participants images of a fictitious popcorn product and gave a separate group actual popcorn to eat. The participants in the first group who viewed high imagery ads were just as likely to remember eating the product, a week later, as the group who physically ate the popcorn. The participants in the first group who saw low imagery ads were unlikely to have a connection to the product at all.

The authors write, “exposing consumers to imagery-evoking advertising increases the likelihood that a consumer mistakenly believes he/she has experienced the advertised product, and subsequently produces attitudes that are as strong as attitudes based on genuine product experience,” In other words, a vivid print campaign has the power to make a first-time donor feel familiar with your charity, connect emotionally and is then more likely to donate.

3. Integrate digital media in your direct mail

Although a direct mailing campaign can seem traditional, let’s not forget—we live in the digital age. A strong print campaign should complement a user-friendly digital campaign. Integrate a QR code in your printed material to benefit from the emotion impact of paper, but profit from the convenience of leaving a donation online. Encourage your donors to like you on Facebook or follow you on Twitter in your initial tangible letter or in a follow-up thank you note. This allows you to establish a relationship with them and allows you to interact in real time.

You can also create landing pages to maximise often searched for terms that are associated with your cause and integrate a “donate now” button on the screen. Most importantly, direct you potential donors to your easy to use website, by clearly printing it on any flyer, brochure, business card or letter. 

One example of a successful integrated approach to digital and print marketing is the popular clothing store Anthropologie. The company establishes a more personal relationship with its customers by still sending out a tried-and-true monthly catalogue, which clearly points the consumer in the direction of their online shop. They also have a strong Instagram following that often leads consumers to their online shop or their blog. This integrated approach to all available marketing outlets helps Anthropologie to interact on a more personal level with their customers.

4. Try an online printing service

Online printing services offer affordable prices and fast delivery. While it might be daunting to make the change from your local printer, it might surprise you how personal an online printing service can be. To get find that local-feel online, find a service that offers a first-rate customer service team and who assigns individual case managers for any future orders. Free artwork checks also minimise any risk of printing mistakes. With the right online printer, you can both benefit from the affordable online prices and the services you would expect from your local printer. By taking advantage of online printing services, you have more money to spend where it really counts—achieving your fundraising goals!

Sara Trumpp is junior content manager at SaxoPrint.

Civil Society News would like to thank SaxoPrint for its support with this blog.