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Why Direct Mail is Essential in your Nonprofit End of Year Appeal

As the end of the year rolls in, campaigns to fund programming start to fill donors and supporters inboxes and mailboxes. Looking for a few tips to stand out as well as connect enough to maximize your fundraising efforts? Try direct mail!

There is a strategic link between direct mail and non-profit organizations. Furthermore, direct mail is the glue that holds together nonprofits and their donors.

Direct mail’s role in non-profit organizations

First, to incentivize donors and supporters, direct mail marketing strategies are essential. These strategic campaigns aim to remind stakeholders and supporters of the importance and uniqueness of their participation and donations. Examples of this are a sweet reminder to your partner of how much you care about them. However, to be effective, a direct mail campaign must include the following key elements. 

Personalization is key

postcard

Most of the time, emails are never opened by recipients. Due to the hyper-digital season of the pandemic, we live in an era where drawing someone’s attention using Emotional Intelligence. Therefore, it is important to send personalized handwritten messages by taking advantage of demographic information. Non-Profit Source’s statistics prove the effectiveness of individual and personalized moves. Contacting a customer one-on-one increases the likelihood of response up to 50 percent or more. Personalization increases the response rate by up to 500 percent. 

Handwritten cards

A paper alternative to persuasive emails is visual postcards. Although they can be time-consuming, personally handwritten cards can make the recipient feel extra special. Comparatively, this can also deepen the relationship and loyalty they will have with your organization. If the thought makes your hand cramp, check out companies like Handwrite.

Personality and gifts galore

An additional strategy to awaken and engage your donors and supporters is by sending them gifts. Who doesn’t love gifts? And it does not have to be elaborate or expensive. The important thing is making them feel good, as well as feel special. Correspondingly, every time they see that gift they think of the cause they are contributing to and the reason to continue doing so. 

                                        

The power of storytelling

Moreover, Emotional Intelligence is the magic formula that is crucial for any direct mail strategy. This concept focuses on being aware of feelings and adjusting your messaging to connect with them. As a non-profit, storytelling is perhaps the most effective way to attract and engage supporters. In turn, this may be enough to kick-start them into active involvement. Of course, this can be through volunteering time or supporting your organization monetarily.

Providing a personal story about how a donation improved someone’s quality of life can impact your audience in a personal way. An example: Robel, age 7, now has the opportunity to go to school) And another tactic is to share the implications of programs and services lacking contributions and the impacts on those served. An example: Young girls aged 12-16 in Warner Robins, Georgia currently have limited access to [blank] facilities; here’s how you can help. 

A direct mail case study: Fondazione Grigioni  

Fondazione Grigioni is an Italian non-profit organization whose mission is to provide funding for Parkinson’s Syndrome research. It is a perfect case study to understand and recognize a well-thought direct mail strategy.

For the organization’s end-of-year annual campaign, staff sends a grateful message thanking donors and supporters for all of their support. Subsequently, this message is then supplemented with a bag of aromatic plant seeds. As a result, served as a symbol of the seeds planted into the organization and its stakeholders. As the plant grows, it blooms. And this is symbolic of their monetary and time donations. Every day, seeing your plant, you are reminded of your effort, which allows society to grow.

 In conclusion, we can say that these strategies are the engine of nonprofit development. This is an essential tool for the success of the cause they believe in. Given direct mail’s pivotal role, communication skills are a must. PivotPath is an optimal solution for the creation of the techniques and certainty to its success.

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