August: Direct vs. Digital Mail
Back to the Basics: Direct vs. Digital Mail
Direct mail (or snail mail) is one of the most traditionally used modalities in fundraising. It continues to be a staple in most organizations’ annual plans while digital mail has become just as popular given the technology-centered world in which we now live. As organizations begin to plan for their end of year (EOY) campaigns, let's refresh with some important lessons on types of mailings, mailing tips, the importance of segmentation, and best practices for digital mail. Plus, be sure to scroll to the bottom for our exciting fall FREE webinar offering...
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Check out our August posts on Direct + Digital Mail
Thank you to Breakout Studio and Steve Goldsher from Graphic Purchasing Solutions for this month's Tips from the Experts. Missed them? Check out all of our August postings below.
LETTER
Most people are "skimmers", so you want your letter to stand out. Use customizations, short sentences, and visual textures like bolding, bullets, + underlining. Personalize your letter with donor name, last gift amount, and donor level, if applicable.
P.S. — adding a P.S. reinforces the ask and readers always jump to it.
REPLY ENVELOPE
Including a reply envelope makes it easier for donors to send a gift. Depending on your campaign budget, consider providing all recipients or VIP donors with a prepaid stamp.
PLEDGE CARD
Use a pledge card to secure your donor's gift. For optimal ROI, include 3-5 suggested donation amounts and give the "Other" option for donors to choose an amount meaningful to them. Don't forget to include a URL or QR code so donors can give online if they prefer.
CASE FOR SUPPORT
It is important to make your case for giving! Include a story that highlights your mission and relates facts that illustrates the impact of your work.
PAMPHLET/ONE-PAGER
A one-pager highlighting your organization's work is a great evergreen resource! It can be used not only at in-person events, but as an insert in direct mail pieces (especially when interacting with new donors).
FREEMIUM
“Swag” or “freemiums” are often included in acquisition mailings to incentivize the prospective donor to give to the organization. Types of freemiums include notepads, decals, and greeting cards. Remember the use of a freemium might impact the weight/cost of your mailing--be smart and creative!