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Direct mail highly effective for nonprofits
Nonprofit organizations rely on fundraising efforts to support causes in their communities and around the world. Much of the success of these initiatives is dependent on charities' relationships with donors. Many of these organizations rely on direct mail to connect with current and potential contributors. Address correction can ensure these campaigns stay effective so nonprofits can fund important causes.
Direct mail still holds an essential spot as an effective marketing tool. Even though digital marketing initiatives have increased in the past few years from many brands, consumers are still expressing a preference for mail, according to findings from the Direct Marketing Association. While 86 percent of consumers said they wouldn't want to live without their cell phones, 90 percent reported they wouldn't want to go without their mailboxes.
Why direct mail still matters for charities
These statistics highlight the continued importance of printed communications. Many of the respondents to the DMA survey felt printed materials would never be completely replaced. While it may seem intuitive to think baby boomers are more interested in receiving direct mail, the results also revealed that 20 percent of consumers in the 18-to-34 age bracket thought printed media would never be fully replaced by online communications, compared to only 9 percent of individuals over age 55.
In addition, direct mail may be a longer-lasting medium than Internet advertising. The DMA found people tend to hang on to postcards and letters. People also view direct mail as the most trustworthy marketing channel. Not only do people value direct mail, this medium is more likely to prompt an immediate response. For nonprofits, this could translate to increased awareness of their organizations and causes. For example, direct mail could prove to be beneficial during a short-term fundraising event.
Using direct mail for donation appeals
In its "Giving Report 2013," YouGov found 49 percent of Americans had donated to a nonprofit in the past year. People give for different reasons, especially across different age groups. Baby boomers were found to be the most generous generation.
Perhaps baby boomers' tendency to donate to causes they care about is one of the reasons why direct mail is still seen as one of the most effective triggers. Overall, 21 percent of those surveyed by YouGov said direct mail had prompted their most recent donations. For baby boomers, the number was 25 percent. The most common reason people donated to charities was because it was an organization they regularly supported. Direct mail was found to be the most effective way to solicit new donations.
With the perceived trustworthiness and personalized feel of direct mail, nonprofits can continue to utilize this channel to drive their fundraising efforts. However, it's important for direct mail campaigns to have the maximum impact to encourage increased donations. Not only is important to have the right message, but charities also need technology such as address verification to ensure they are connecting with the right contributors.
