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Charities find importance in direct mailing campaigns
For charities, fundraising can be one of - if not the - most important aspects of keeping an organization afloat. However, the trick is finding the most effective means of connecting with prospective donors, and staying connected once the nonprofit has found them can be difficult. Enter direct mail.
It is common for charitable organizations, like UNICEF, to reach out to past and prospective donors through a very broad and generalized direct mailing campaign.; However, once a donor reaches the status of "major donor," the target is then often switched from the standard /prospective donor direct mailing list to a more specialized fundraising campaign that can incorporate a much higher level of digital communication, such as through email and social media. The problem, as deputy executive director for fundraising at UNICEF U.K. Catherine Cottrell puts it, is that several donors who have been relabeled as major donors end up receiving less communications and therefore ultimately give less.
Much like fundraising, communicating with an audience is a science, a process developed over years of trial and error that requires a delicate approach. Organizations need to know who they are targeting, what medium they prefer to be contacted through and how often they are sending them materials.
By adding mailing software to an organization's existing communication arsenal, they can maintain an efficient and well-organized mailing campaign right on their desktops, which is doubly important if the respective organization is reliant upon revenue generated from fundraising. What's more, by taking advantage of address correction systems, the same organizations can also ensure the integrity of outgoing mail. Address correction systems not only validate, correct and standardize addresses as they are entered, but are fully scalable to the size of any organization, making use beneficial for both those just starting up and already established.
