Categories: Direct Mail ProductionAny organization trying to make money in the last few year's has had trouble reaching their goals. This is especially true for nonprofits - as people worry about their own financial stability, they're more reluctant to give money to others. Add to that consumers that want more from their spending, and you get fundraisers feeling the pressure to attract donations and yield good returns - often with fewer resources. In other words, warm and fuzzy isn't enough anymore. Nonprofits must show that they're worth the donors' time and money. More and more nonprofits have adopted marketing strategies used by for-profit organizations, which are included in a few trends that we'll see in direct mail fundraising in 2012. More Integration Nonprofits still mail letters to donors and prospects, but they're often supplemented with emails, tweets, website pages, and texts. Mobile plays a huge role in this. Fundraising Success says smartphone adoption increased 50% in 2011 and is expected to grow another 50% by 2012. Whether a campaign revolves around a specific program or general funding, it should span multiple marketing channels. This expands the number of prospects, and it engages current donors. Plus, since it typically takes seven contacts before people respond, an integrated multi-channel strategy will speed up the process. More Segmentation Direct mail fundraising is like any other marketing campaign - one message doesn't fit all audiences. That's why you need to segment your database to create a more relevant pitch for each recipient. A typical fundraising campaign might look like this:
- New donors learn about the organization or cause.
- Current donors are thanked for their generosity, reminded of what they've given and asked to consider giving more.
- Lapsed donors are reminded of their past giving and asked to resume it.
- Individual donors hear a different message than foundations and corporations.
- Tell them how much of each dollar goes directly to the cause; show them they aren't funding excess administrative costs.
- Talk about how much more you can do with their donations. Donors like giving to nonprofits that do as much as possible with every dollar they raise.