Mail vs. Email: Pros & Cons of Each Fundraising Channel

NonProfit Hub

When it comes to choosing the right marketing channel for your nonprofit fundraising, you’ll want to consider the pros and cons of each option. The two most prominent fundraising channels for nonprofits are direct mail and email. Here are the pros and cons of mail vs. email. .

Top Comms Channels and Social Media Sites for Nonprofits

Kivi's Nonprofit Communications Blog

Top Channels in Order of Importance for Nonprofits. We’ve seen very little change in the top six channels over the decade we’ve been doing the Trends Reports. The Big Six are email, website/blog, social media, events, PR/media relations, and direct mail.


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Prepare for Multi-Channel Marketing

Non Profit Marketing 360

“Multi-channel marketing&# is the latest buzzword to proliferate and pollute all the multiple channels of communication. One essential element for multi-channel success, the survey suggests, is the technology to synchronize online and direct mail databases. Cross-Post Database Direct Mail E-Mail Facebook Fundraising Marketing Nonprofit Research Social Media Study Convio database Electronic mailing list John Haydon marketing online fundraising online marketing

Multi-channel marketing and planned giving


Recently a client told me they thought they should ONLY print and mail planned giving newsletters to people over 70 in their database a couple of times a year. In fact, the American Cancer Society is ending their tradition of direct mailing millions of people each year. Instead, they are opting for a true multi-channel strategy. Communication Fundraising marketing Multi-channel marketing Planned Giving Planned giving Planned Giving Marketing strategy

3 ways to use direct mail effectively in the age of social media


Although direct mail requires printing and postage, we still include it in our marketing plans because it can be effective if you do it right. MarketSmart has generated millions of dollars for clients with direct mail. Combine online and offline channels. Often it is best to combine direct mail with an Internet landing page. Otherwise, it’s just “junk mail”. Next, drop them in the mail every few weeks or so.

Prepare for Multi-Channel Marketing

Non Profit Marketing 360

“Multi-channel marketing&# is the latest buzzword to proliferate and pollute all the multiple channels of communication. One essential element for multi-channel success, the survey suggests, is the technology to synchronize online and direct mail databases. Uncategorized Advertising mail Baltimore Convio database Electronic mailing list Facebook John Haydon marketing online fundraising online marketing Social Media Washington

Direct Mail Is Here to Stay (and How)


In today’s digital age, it might seem somewhat nostalgic to talk about direct mail. While it’s tempting to default to cost effective communication channels like email and Facebook, direct mail is still very much in play. Today, direct mail continues to be an effective way to prompt donors to take action. You started out in direct mail almost 17 years ago. There’s often a lot of back and forth in direct mail. Direct mail can be a bit of a dinosaur.

How to Plan a Multi-Channel Fundraising Campaign

Ann Green

We have many ways to reach out to our donors – by mail, email, social media, and phone calls. Some donors may respond to your direct mail piece but donate online. This is why you need a multi-channel campaign. Clean up your mailing lists. If you haven’t already done so, clean up and organize your mailing lists. Your messages need to be consistent across channels. Use the same story and call to action in direct mail, email, and on your website.

When to Stop Snail Mailing and Emailing People, Part I

Kivi's Nonprofit Communications Blog

If email engagement is the goal (see last week’s posts here and here on why that is) and snail mail keeps getting more expensive, it makes sense in both channels to more carefully manage who is on your mailing lists so you only send to people who may actually consume that content, right? That means that you need to decide when you will STOP emailing and snail mailing people and remove them from your active lists.

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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. The regional council on which I serve recently conducted a random survey of constituents which found that the preferred channel for receiving news and information about local issues was — for 35% — the mail. Naturally, for those age 65 and over, mail was tops at 52%.

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When to Stop Snail Mailing and Emailing People, Part II

Kivi's Nonprofit Communications Blog

What’s the risk of continuing to mail to people who aren’t responding? The opposite is true with print: It will cost you a lot of money to send mail to all those people who aren’t reading it and responding, but it’s not like the Postal Service is going to ding you for it and stop delivering your mail. You will find much, much less on when to stop mailing them, with a notable exception of our friends at Bloomerang , again.).

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What It Means to Do Multi-Channel Right

Kivi's Nonprofit Communications Blog

Convio has released a couple of interesting research reports that clearly demonstrate that multi-channel or integrated marketing (where you add online communications to direct mail) increases donor retention rates, giving frequency, and consequently lifetime value. The boost in lifetime value occurred whether or not the donor actually elected to give online (guess what, direct mail donors read email!). Presence in Multiple Channels.

5 Tech Strategies for Making a Multi-Channel Fundraising Ask

Fundraising Coach

Rather, you can (and should) utilize several fundraising channels to make these all-important fundraising asks. In this article, we’ll take a deep dive into the many ways your nonprofit should be diversifying your asking strategy by leveraging tech tools across multiple fundraising channels. Here are five tech-enabled strategies that you should consider as you embark on a multi-channel fundraising effort: Leverage your CRM data to make effective asks.

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.

How to End Your Obsession With Direct Mail (and Why)


Recently someone over-enthusiastically posted a discussion topic on one of my LinkedIn Groups promoting direct mail’s benefits. I’m not against direct mail. In fact, I love direct mail too. One should never become infatuated with a single media channel. Evidence of her enthrallment was provided in the form of a chart that showed how research found that most major gift donors for most organizations originated from direct mail marketing.

When Will Direct Mail Die?

The Agitator

From his photo, he looks like one of them/thar ‘Millennials’ Derrick’s post, which by definition I received and read online, is titled, The Paradox of Direct Mail , and makes the observation: “For many new and younger donors, direct mail is viewed as intrusive, messy, and a waste of resources. ” Derrick cites the 2012 Channel Preference Study from Epsilon, in which 73% of. Direct mail premium

If you’re asking yourself whether or not direct mail is dead, then you’re asking the wrong question


There’s too much talk about whether or not direct mail is dead. I get direct mail delivered to me every day. The question should rather be about why BAD direct mail is still alive at all. BAD direct mail should be killed dead. Good direct mail should be kept alive. So what about your direct mail efforts? Have you compared the results of your direct mail efforts with the results attained from other channels?

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.” We covered the three reasons people want to stop getting communications in a channel a couple weeks ago , but for those who don’t commit these posts to memory (I had to look it up, and I write these things!),

Direct Mail Hanging In

The Agitator

The Direct Marketing Association notes in its recently released 2012 Response Rate Report that direct mail response rates have dropped nearly 25% over the past nine years. Even so, direct mail pulls a better overall response than digital channels. The report also says that: Cost per order or lead for acquisition campaigns were roughly equivalent for direct mail ($51.40), post card ($54.10), email ($55.24), and paid search ($52.58). for direct mail.

Is Channel Integration Worth It?

The Agitator

Using an Amnesty International direct mail appeal to donors as the base or main channel, Sean sets forth. Communications Direct mail Integrated fundraising and marketing Media usage / trends Online fundraising and marketing Social media premiumLots of fundraisers talk about integration. Few truly practice it well. And even fewer view its possibilities through the lens of practicality.

Can You ‘Hatch’ A Multi-Channel Donor?

The Agitator

What their analysis confirms is that multi-channel donors — those giving both online and offline — are the most valuable donors of all. Which raises a sort of chicken or egg question — can a multi-channel donor be ‘hatched’?! Communications Direct mail Donor retention / loyalty / commitment Integrated fundraising and marketing Online fundraising and marketing premium

Understanding the value of multi-channel fundraising

Fundraising 123

Multi-channel fundraising. Some have a long history of successful direct mail programs, but little to speak of in the way of Internet fundraising. Or maybe there’s an Internet fundraising program — but it’s entirely separate from and unique to the direct mail program. Integrating your direct mail and online fundraising programs can yield significant increases in overall revenue. However, we added an e-mail component as well.

Direct Mail Yields Major Gift Donors

The Agitator

On Monday we reported on the American Cancer Society (ACS) and its project over the past year to re-examine the role of direct mail in its fundraising program. ACS is committed to a sophisticated multi-channel marketing approach, in which direct mail remains a key work horse, and in which the full potential value of each donor (financial and otherwise) is recognized. Acquisition direct mail direct marketing major donors premium

Consistent Messaging Across Channels: The Crawl, Walk, Run Method to Consolidated Marketing

Kivi's Nonprofit Communications Blog

Facebook, website, direct mail, blogs, Twitter, etc. There are so many different ways to communicate with your supporters now, but how can you make sure all of those channels are integrated? Lu Esposito shares some simple, easy steps to make sure your marketing channels are all in sync. It is the most important thing on your plate, and ultimately must be consistent across all channels. Begin adding social media channels to the mix. Lu Esposito.

Retention Mailings Up

The Agitator

The Agitator is gratified by this report from Fundraising Success indicating that retention mailings have grown by 16% from 2010 to 2011. He also notes that expire mailings also went up 7%. direct mail direct marketing Don't Miss these Posts donor retention email marketing fundraising loyalty nonprofit management nonprofits online fundraising

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Single Channel Is Dead

The Agitator

Here’s the lead from his recent blog post : “Direct mail is dead. None of these channels are dead. Nonprofits are still improving their use of direct marketing, phone, email, and other channels. What is dead is the use of one channel at a time to engage people. Steve preaches the multi-channel gospel fervently … I urge you to read his entire post. Boy, did Steve MacLaughlin at Target Analytics make today’s post easy!

Channel vs. Identity: Two Go In; One Comes Out

The Agitator

Naturally, you do this by channel, since that’s how you’ll be spending money. Soon, you are thinking of digital donors, mail donors, telemarketing donors, as if it is the channel that defines the person who donates through that channel. Pretty soon, that’s how your strategy is organized; zooming in on ever-smaller channel fractals (e.g., This would be fine if channels were the best ways to organize donors. Channel doesn’t do that.

Acquisition – Direct Mail: The Exquisite Corpse

The Agitator

For nearly 20 years prognosticators have prematurely heralded the death of direct mail. After all, they argue, “online” is far cheaper and faster, plus donor demographics are changing, so it’s only a matter of time before direct mail is dead and buried. So, as The Agitator begins exploring various acquisition channels, I want to start off by making certain everyone understands that the “Direct Mail Is Dead Myth” is just that — a myth.

Why You Shouldn’t Give Up on Direct Mail

Ann Green

You may think direct mail is a relic of the past or you don’t use it much because it’s too expensive. Direct mail is still a viable way to communicate with your donors. Some donors prefer to hear from you by mail. Most donors are over 45 and won’t think direct mail is a relic from the past. Direct mail: dead, or immortal? The best way to communicate is to use a variety of channels, but make sure your donors are using them, too.

Comfort For Direct Mail Fundraisers

The Agitator

DirectMarketingIQ offers this article reporting on an Epsilon study of consumer preferences (in US and Canada) for various marketing channels. Direct mail comes though with flying colors. The most important reason seems to be that consumers trust information in the mail more than online. Says Epsilon: “Consumers stated loud and clear that information is more private if sent through the mail versus email or online.

A Multi-Channel Renewal Strategy

The Agitator

Direct Marketing IQ has just published an excellent fundraising guide, titled The Art & Science of Multi-Channel Fundraising. Nine chapters plus eight case studies on how to pull together direct mail, online, social media, mobile, telemarketing and more for high impact fundraising campaigns. Donor retention — Creating the Multi-Channel Donor Renewal Campaign.

How You Can Print and Mail Without Breaking Your Budget

Ann Green

In my last post I wrote about Why You Shouldn’t Give Up on Direct Mail Some nonprofit organizations try to save money by cutting back on printing and mailing, but that could be a mistake if your donors prefer to hear from you by mail. Printing and mailing also takes more time, which is challenging, especially if you have a small staff. First, figure out what you should print and mail. I recommend mailing at least four pieces a year.

Direct Mail vs Email Marketing: The Benefits of Both for Your Nonprofit Clients

Exactask Marketing

Successful nonprofit marketing campaigns include several channels of communication. From the old standbys, like direct mailers, to newer forms of marketing, like social media and email marketing, the agencies representing nonprofits can benefit their clients by deploying consistent messaging across all channels. direct mail Direct Marketing email marketing Marketing

A Multi-Channel Giving Surprise

A. Fine Blog

Here’s the part that stopped me in my tracks: The report notes that online giving is increasing, that online donors tend to be younger than direct mail donors and give less initially. But here’s the kicker, the data from 28 major national nonprofit organizations indicates that these organizations take the online donors and transition them to direct mail donors. These organizations take new donors who came in online and put them in the direct mail slot?

Direct Mail Yields Major Gift Donors

The Agitator

On Monday we reported on the American Cancer Society (ACS) and its project over the past year to re-examine the role of direct mail in its fundraising program. ACS is committed to a sophisticated multi-channel marketing approach, in which direct mail remains a key work horse, and in which the full potential value of each donor (financial and otherwise) is recognized. Direct mail Donor acquisition Major donors direct marketing premium

New Study Validates that Multi-Channel Marketing is Key to Nonprofit Success

Marketing for Nonprofits

A new study released today by Convio, called Integrated Multi-Channel Marketing: Where Nonprofit Organizations are Today and Key Success Factors Moving Forward , shows that multi-channel engagement should be the aim of all nonprofits big and small. The study also defines 5 criteria for multi-channel success. Sure, we have our preferences, but even us old folks (like me) use mail, email, social media, phone, etc. multi-channel marketing Convio

Single Channel Communication is Dead


Direct mail is dead. None of these channels are dead. Nonprofits are still improving their use of direct marketing, phone, email, and other channels. What is dead is the use of one channel at a time to engage people. Single Channel is Dead There, I said it. The channels aren't dead — using them by themselves is dead. Using a single communication channel to engage with constituents is a dead on arrival strategy. Email is dead.

Multi-Channel Fundraising Raises More Money


Care2 held a terrific webinar on Multi-Channel Fundraising. During the webinar Jocelyn Harmon, Director of Nonprofit Services for Care2 posed the question "is fundraising via multiple channels magic or myth?" Panelists Allison Van Diest of Blackbaud and Karla Capers of Union of Concerned Scientists agreed that integrating multi-channel fundraising raises more money than single donation channels. The median donation in 2010 was $62 online VS $32 via direct mail.

Integrating channels to spark hot monthly giving programs


And when nonprofits are looking for an area in which to focus investments around integrating channels and campaigns, monthly sustainer recruitment is one that can see a big payoff from a well-integrated and multi-channel program. Campaign/message integration across multiple channels. Multiple Channels: Telephone, Online, Direct Mail, DRTV. Direct Mail: The rolling recruitment starts within one month of joining PETA as a first time donor.

Be Channel Agnostic

Marketing for Nonprofits

Whether it's advertising via the Yellow Pages, sponsoring a local event for the 10 th year in a row, or sending out a monthly e-news, we've all been guilty of choosing the channel over the results. Be channel agnostic! Don't send an annual report by mail just because that's what you've always done. I received this email last week from Sarah Waters, Director of Communications for The Hearing and Speech Agency.

Presentation: Getting Started with Multi-Channel Fundraising


Or that the median revenue per donor for multi-channel supporters was $228 compared to $89 for offline and $113 for online donors? Getting Started with Multi-Channel Fundraising ” In addition to the terrific stats and resources the panelists shared, Gulseth also discussed Earth Justice’s online fundraising success in raising $1.2 million and how their fundraising increased 40% by using multiple channels to reach their donors.

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! If you have a reasonably sophisticated direct response fundraising program, you are probably using direct mail, online solicitation, and telemarketing … each to varying degrees of success in different fundraising contexts.

Email: Electronic Direct Mail?

The Agitator

Email strategy — know how to create an email marketing plan and program that maximize the channel’s capabilities. Copywriting — email is not electronic direct mail. No, says e-marketer Loren McDonald. Here’s an abridged list of what Loren says the successful email marketer really needs to know [with my comments from the peanut gallery]: 1.