Direct Mail is not Yet Dead

The Agitator

None of this matters if you can’t block and tackle with mail. That’s right, mail isn’t dead. So here are my arguments for continued use of the mail. Mail is where more donations come in. Mail retains donors (slightly) better. Ending mail acquisition is a flop. American Cancer Society stopped mail acquisition in January 2013: New donors dropped by 11%. They started mail acquisition back up 18 months later. Mail engages the mind differently.

Direct Mail Is Dying. Again!

The Agitator

Here’s another prediction of the death of direct mail, as reported on frogloop. Says research firm Borrell, spending on direct mail will decline by 40% over the next five years. Get a move on direct mail fundraisers! In five years your medium will be dead. Focus instead on the direct response fundraising results of your own organization. So spread the word … Direct mail is dead!

Feedback Week: Channel and Volume Preferences

The Agitator

And you don’t get much more “top” than channel and volume comments. Almost 20% of the total substantive comments were either “don’t mail/email/phone me” or “I would like to receive less mail/fewer phone calls/fewer emails.”

Direct Mail Isn’t Dying – But Sometimes I Wish It Would

Sea Change Strategies

As long as I have been doing fundraising the “is direct mail dead” question has arisen with great regularity. Interestingly, the question is always raised by direct mail fundraising consultants — and the answer is always unsurprisingly “no.”. Full disclosure – professionally I fall on the “cyber” side of things, but I have a healthy respect for the financial importance of direct mail – for now and for the foreseeable future.

#Interview: Michael Stein, Author, Blogger, & Veteran Nonprofit Technology Strategist

Non Profit Marketing 360

In the mid-1990s, I hooked up with legendary direct mail fundraisers Mal Warwick and Nick Allen, and we started to think about what the future of fundraising might look like with the evolving Internet. NPM360: Integrated and multi-channel are things people talk about a lot.

Whew! The Mail Lives.

The Agitator

I saw two surveys today that reassure me that old-fashioned mail, my favorite medium, will probably outlive me. Naturally, for those age 65 and over, mail was tops at 52%.

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#Interview: Michael Stein, Author, Blogger, & Veteran Nonprofit Technology Strategist

Non Profit Marketing 360

In the mid-1990s, I hooked up with legendary direct mail fundraisers Mal Warwick and Nick Allen, and we started to think about what the future of fundraising might look like with the evolving Internet. NPM360: Integrated and multi-channel are things people talk about a lot.

The Complexity of Simplicity

The Agitator

Guess what – some people want to call it in or mail it in and get the same card to the family they could get online. One reason channel is only a good in/our segmentation tactic , and not a full segmentation strategy, is you don’t want to change your message across media.

What Do You Mean When You Say “Segmentation”?

The Agitator

In (approximate) order from least to most sophisticated: Full file (or full channel) segmentation: This first type of segmentation is not actually segmentation; it’s when you communicate with all your donors or constituents. Often, a slight bit of segmentation – by channel – will enter in: we will mail all mail donors or email everyone who has opted in. Let’s further say you quantify being “active” means that you get the best performing mail piece of the year.

5 Fatal Donor Communication Mistakes Nonprofits Should Avoid

Ann Green

You’re failing to communicate through diverse channels. You’re discounting traditional donor communication channels. Similarly, your team should create a communications calendar that accounts for each channel of your communications with donors. Direct mail.

7 Mistakes to Avoid with Email Newsletters

Kivi's Nonprofit Communications Blog

” That isn’t exactly true based on a recent survey of small to medium business by SharpSpring and Ascend2. Social media and blogging were the next two important channels.) With the advent of social media, it seems like you constantly hear cries of “Email is dead!”

Acquisition Topics

The Agitator

The channel/medium –. Mail — Is mail prospecting working these days? … Acquisition direct mail direct marketing Don't Miss these Posts email marketing fundraising marketing metrics nonprofit management online fundraising telemarketingRoger and I have begun preparing a series of posts focusing on donor acquisition. Here is a list of topics we plan to cover … although perhaps not as systematically as this outline might suggest.

5 Features Environmental Organizations Need From Their CRM

EveryAction

Multi-Channel Engagement for Diverse Audiences. Environmentalist donors are a diverse group of people, who require multi-channel communication to reach effectively.

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Too Important For Techies - II

The Agitator

Furthermore, in my experience, online (and here I mean mostly email, but not exclusively) was used as a multi-purpose channel with far, far less money than mail/phone/TV. Online is a workhorse compared to some one-trick channel ponies. I’m not saying asking for more than one thing doesn’t exist in other channels. O nline is a shallow medium, and mail is deeper in the sense that it’s a physical, tactile experience.

Return to Spray and Pray?

Kivi's Nonprofit Communications Blog

In the ideal world, you can direct mail and email supporters, and they are following you on several different social media channels. You are dropping the “social” out of “social media,” and just seeing it as another advertising medium.

Strengthen Your Nonprofit Social Media Impact

Getting Attention

Planning is vital to success with social media, and thinking ahead can ensure the best return for your efforts regardless of the channel you’re using. As a rule of thumb, set aside at least two hours each week for every social media channel in your mix.

5 Ways to Effectively Use Your CRM

EveryAction

One significant difference displayed by younger donors is that they are less likely to wait for direct correspondence from an organization (such as direct mail, or even email), and more likely to rely on their own research or word-of-mouth from the personal networks that they know and trust.

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Getting Started with a PR Plan

Kivi's Nonprofit Communications Blog

It supports your fundraising efforts, direct mail campaigns, social media strategy, special events, corporate sponsorship, and strategic partnerships. Effective PR is all about matching the message to the medium. Sean Horrigan.

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Tactics—Step 4 in strategic communications planning for nonprofits

ImpactMax

Now we move to tactics—selecting messengers, communications channels, and timing. Choosing channels. The medium is a messenger too. The channel s you pick also influence the audience’s reception and response to your communications. (If flickr/popculturegeek.

5 tips for better orchestrating your messages this holiday

Nonprofit Marketing Blog

You want to project the same messages via multiple channels in a well-orchestrated marketing symphony. You want your outreach via email, direct mail, telephone, social media, mobile, etc. Pick a key idea and reinforce it through each medium through which you contact supporters. The best way to build a relationship with donors is to acknowledge the fact that people like to give in a variety of venues: email, direct mail, Facebook,etc.

7 Strategies to Power Your Year-End Fundraising

Fundraising Coach

Most payment processors accept credit/debit payments, but there are other payment options (such as direct deposit/ACH payments) that might be helpful for your organization. The final two months of the year are a vital time for nonprofits to reach their fundraising goals. .

Duplicate Solicitation Letters

A Small Change

I’ve heard a lot of recommendations for nonprofits to rehash their old and current website content on their blog and through their social channels. When you run a solicitation campaign, using multiple mediums can be a great technique to be successful. Use your mail campaigns to go into more detail, and use your email to catch their interest and point them to your website or previous letter for more information.

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The Empty Package–Nonprofits, Social Media, and Content Strategy

ImpactMax

We’re all familiar with the knock-out Facebook pages, Twitter streams, flickr albums, and YouTube channels of large nonprofits who have become models in the use of social media to grow and engage supporters. flickr/minxlj.

When in Rome.

Marketing for Nonprofits

In Developing the Creative and a Message That Works Across Multiple Channels , they outline 7 tips for multichannel success. My favorite is Tip #1: What You Say – and How You Say It – Depends on the Channel. Tip #3: Develop Your Issue First, Before Selecting Channels is also important.

7 Tips to Market Mobile Fundraising to Your Donors

J Campbell Social Marketing

Preparing well in advance for the initial unveiling of your mobile fundraising campaign will get the ball rolling in the right direction. So how do you optimize your social media channels to facilitate your mobile fundraising campaign? Direct mail.

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Think your data is too overwhelming? Start here.

Nonprofit Marketing Blog

The report contains a wealth of information that can help small and medium nonprofits understand how to best reach potential donors, including insight on donor communication, recurring giving programs, and technology use. Take a closer look at your retention rate by type of donors (volunteers, activists, major donors) or by channel (online, direct mail, events). Are you considering moving from direct mail to online only?

#Interview: Howard Adam Levy, Principal of Red Rooster Group

Non Profit Marketing 360

Actually I started working with small and medium-sized nonprofit organizations 20 years ago, before websites, so it was all print work at the time, but the need was really the same. Direct mail and telemarketing – can you believe that 50 years ago telemarketing was the main method?

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#Interview: Howard Adam Levy, Principal of Red Rooster Group

Non Profit Marketing 360

Actually I started working with small and medium-sized nonprofit organizations 20 years ago, before websites, so it was all print work at the time, but the need was really the same. Direct mail and telemarketing – can you believe that 50 years ago telemarketing was the main method?

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Capital One® Card Lab Connect: How to Promote Your Affinity Card Program

Fundraising 123

You've posted information on your upcoming fundraising walk; your donate button is prominent and framed in a compelling way; and, you have the mailing address listed in a few places for those donors still more comfortable sending support via check. Sending a direct-mail flier? When advertising your program through the aforementioned channels (website, email, events, etc.), This article is sponsored by Network for Good's corporate partner, Capital One® Card Lab Connect.

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Meet Donordigital: Matt Burghdoff, Senior Account Executive

DonorDigital

Michael: You have a background in multi-channel integration strategies for nonprofits. What does multi-channel integration means for nonprofits in 2012? Matt: Multi-channel integration boils down to one voice with multiple outlets and variations.

Another Online Fundraising Benchmark Study

The Agitator

And what about integrated, multi-channel communications? Of M&R’s study partners, 87% had a direct mail program in place. 100% of the large organizations (over 500,000 deliverable email addresses) surveyed included at least some online supporters – including those who have never donated – in their direct mail efforts. However, 79% of medium organizations and only 38% of small organizations (under 100,000 email addresses) did so.

How to inspire with stories: Season of Giving Campaign

Nonprofit Marketing Blog

The Seasons of Giving campaign includes donor communication pieces, direct mail appeals, videos, online ads, and social media outreach. In this multi-channel campaign, there are unifying elements, such as a red ribbon motif that provides visual connectivity across platforms. Jennifer has a great reminder for all nonprofit fundraisers: Don’t forget to match the message with the medium. You can’t just stick your direct mail language on Facebook.

Online Fundraising - New Agitator White Papers

The Agitator

At the same time, our DonorTrends results confirm the continuing dominance of direct mail as the giving vehicle of first choice. Donors have higher resistance to online solicitation than to direct mail. The Agitator has released the third and fourth in its new series of DonorTrends White Papers, based on our proprietary donor survey research.

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The Intimacy Of Social Networks

The Agitator

From a fundraising perspective, my interest in a channel or medium is directly proportional to presence of older, well-educated users. What the data seem to show consistently these days is that usage of social nets is indeed increasing amongst older cohorts, making it more and more important for cause groups to experiment in the medium.

Contrasting Web Strategies – Greenpeace

The Agitator

At the same time, like Habitat, 38-year-old Greenpeace USA has traditionally raised the bulk of its funds through "old-fashioned channels" like direct mail and even door-to-door canvasing. So how adroitly have they mastered the online medium? However, clicking the prominent YouTube icon on the homepage bounces you to GP’s YouTube Channel , where some greater care seems to have been taken.

Agitators Rate Twitter

The Agitator

It won’t work in place of other proven fundraising channels (ie direct mail, telefund, in-person). Rather, I think Twitter will be ineffectual because of the medium. Here are the responses to date of our one-question survey regarding Twitter : Which statement about Twitter to you most agree with? Twitter is a killer app and will become hugely important to nonprofit communications and fundraising going forward — 38%.

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Where Does 'Transparency' Fit In The New Social Media Marketing Model?

Diva Marketing Blog

With the growth in the adoption of social media marketing, many marketers now wonder how would they develop enough content for all of their new social media channels. When a client hires an agency to write content for their blog, twitter account, Facebook page, we are wondering about the level of transparency by an agency writer on a client's social media channel. Feel free to tell us if you have differences of opinions across social media channels.