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Direct mail is crucial for year-end fundraising

Many nonprofit organizations earn the majority of their fundraising revenue during the last two months of the year, which means they need to create compelling appeals for their constituents. Direct mail is an essential element in an end-of-the-year strategy. However, charities need to utilize technology that allows them to get the strongest impact from their campaigns. Direct mail software with address validation enables nonprofits to create effective campaigns and maximize the donation potential of the end of the year.

Although they aren't trying to sell consumer goods, nonprofits still need to market to contributors to reach their donation goals. There are a number of tactics these organizations use to connect with donors, but relying too heavily on email marketing and social media can lead to digital overload for donors, according to Nonprofit Hub. Many charities are captivated with the potential of online fundraising channels, but it's difficult to cut through the chatter on the Internet. Some fundraisers may be turning back to direct mail to capture donors' attention.

Why direct mail is effective for fundraising
While a multichannel approach to fundraising is effective, direct mail is a crucial element that nonprofits should consider. Many organizations have turned to email because they can reach a larger number of people more quickly, but direct mail is often more personal than a mass fundraising email. This tactic is also highly versatile because there are a number of different formats for direct mail. Because so many organizations have moved away from direct mail in favor of digital marketing, mail can attract more attention. As digital clutter has increased, mailbox overstuffing has declined, which means donors will spend more time interacting with postcards. 

Direct mail has several different uses in the nonprofit sector, The Direct Marketing Voice stated. Here are a few examples:

• Event invitations: Many nonprofits host annual galas to attract support. A card can be more memorable than an email invite. Especially if the gala is close to the holiday season, donors may be overwhelmed by other emails and miss the deadline to RSVP.
• Fundraising appeals: Making a case for year-end donations is crucial for meeting annual fundraising goals. With direct mail, nonprofits can make a more personal connection with their donor bases. Direct mail is a great opportunity for storytelling, which makes for a more compelling appeal.
• Impact letters: Nonprofits can run successful direct mail campaigns without making a direct ask. Many organizations use mail to share impact information with donors. Charities can put their fundraising revenue into more digestible terms, like what small gifts were able to do for the community. This can often inspire previous donors to get involved again.

One of the reasons nonprofits steer away from direct mail is because they have limited marketing budgets, but this channel can deliver high return on investment. Organizations need the tools to send successful campaigns, and address verification allows them to reach the right people.