As we collectively live through the COVID-19 pandemic and we spend more of our work days in the online world participating in virtual meetings, conference calls, and answering the barrage emails not to mention after work activities that also focus on the digital worlds of Netflix, YouTube, and ebooks, we also crave non-digital interactions. I have checked and read my mail more frequently this past month than usual. I believe that direct mail is going to continue to play a significant if not increased role in fundraising during and immediately after this pandemic subsides.
Direct mail has always been a key factor in a robust fundraising program. In fact it is still one of the most effective ways to raise money. Digital fundraising is just starting to catch up and by some measurements may soon supersede its printed counterpart. During this period of screen time overload, though, direct mail may feel more personal and a little exciting again. Personal and exciting are the keys to success here. Long, wordy, and cold direct mail pieces aren’t going to cut it. Appeals that evoke a sense of warmth and feel personal will naturally have a better response rate. The most successful direct mail campaigns will drive recipients to make a digital donation and will incorporate social media, web, and email creating multiple touch points engaging your audience and reinforcing your message.
Here are a few ideas to make your direct mail more appealing:
- Larger outer envelope. Larger envelopes have a higher open rate
- Use big bold full color images. Catch the recipients attention immediately
- Incorporate the recipients name in the copy, printers call this variable data printing
- Include a “keepsake”, something that the recipient would like to keep but make sure it relates back to your mission
- Create a mobile friendly donation landing page with a short URL making it easier for donors to contribute.
Pro Tip: Make sure to research USPS business mail guidelines before designing and printing your piece.