On June 13, Tension hosted a webinar as part of our ongoing “Lunch & Learn” series: “Best Practices for Your Direct Mail Campaigns to Boost Donor Engagement.” In this first webinar recap blog, we focus on the six most important tips for creating an effective nonprofit direct mail campaign. To watch the webinar in its entirety, please click here.
Digital media and devices are undoubtedly receiving the lion’s share of our attention these days, but despite (or because) of that, direct mail is still a solid bet for soliciting donations. Below are six tips for creating an effective donor direct mail campaign:
Know Your Audience
The success of any direct mail campaign depends on how well you know your audience. Understanding who your audience is and what is important to them allows you to achieve data segmentation within the group you’ve identified for outreach and engagement.
Craft a Compelling Message
Pay special attention to messaging — make sure it’s compelling, clear, and concise. An example of a compelling message would be a testimonial likely to connect emotionally with your target audience. Such endorsements help to illustrate the tangible impact your recipient’s contribution will have, and what that gift could do for the specific cause.
Strong CTA
A solid call-to-action (CTA) is extremely direct and makes it clear why you are reaching out to the recipient in the first place. The CTA should be prominent and straightforward, and it should get right to the point.
Design for Impact
The mailpiece really should be attention grabbing but not overwhelming — the goal is to entice recipients and maintain their attention. One thing to keep in mind particularly for the nonprofit space is that the piece should not be so elaborate that it could be construed as expensive but should still grab the attention of the recipient. Tension’s Design Group can help with this process.
Multiple Ways to Give
Providing donors with multiple ways to give will help to increase the potential for donations received. It should also be easy for donors to contribute — include a gift envelope, as well as an online donation option. Be sure that you are making efforts to amplify matching-gift opportunities; for example, Tension offers a solution with its Gift LiftTM Donation Matching Program.
Timing and Frequency
Think about timing and frequency in balancing when and how many communications you send. Consider developing a communication schedule that sets out when you’re going to mail and what the best timing is — and, of course, be mindful of the holiday spirit influencing donor behavior.
Work With Tension
When you need trusted solutions and expertise for your organization’s successful direct mail campaign, Tension is here to help. Whether you are looking for design services, mailing and production, printed products, strategic data solutions, or someone to handle the entire process … we’ve got you covered. We’re ready to answer any questions you have. Please contact us to get started.
