Multi-channel marketing and planned giving

iMarketSmart

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.

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

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

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

iMarketSmart

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.

Direct Mail Is Here to Stay (and How)

EveryAction

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.

Go Multi-Channel for Better Year-End Success

Ann Green

We have many ways to reach out to our donors – by mail, email, social media, phone calls. Some donors may respond to your direct mail piece, but donate online. This is why you need to go multi-channel. Clean up your mailing lists. Which channels do your donors use?

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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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%. The first has no relevance to fundraising, but does shed some light on people who follow local issues and politics.

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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.

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.”

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

iMarketSmart

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.

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.

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. for direct mail.

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. Here’s a bit of analysis from our friends at Analytical Ones that confirms a key payoff from direct mail acquisition programs.

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.

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.

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

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.

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.

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

iMarketSmart

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?

#FUNDRAISING: Consider Moving Online Donors To Direct Mail Giving

Non Profit Marketing 360

Online donations are certainly growing, but as a recent report from Blackbaud demonstrates, long-term support and larger donations still mostly come from responses to direct mail, even if initial support comes online. Those gifts also tend to be higher than first-time mail-in donations.

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.

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. Direct mail: dead, or immortal?

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.

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!

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. Comcast Direct Mail Fail.

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

Exactask Marketing

Successful nonprofit marketing campaigns include several channels of communication. direct mail Direct Marketing email marketing Marketing

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. multi-channel marketing Convio

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.

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. Here’s a bit of analysis from our friends at Analytical Ones that confirms a key payoff from direct mail acquisition programs.

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.

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!

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?

Integrating channels to spark hot monthly giving programs

DonorDigital

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.

Newsletter: Happy Birthday to You ; 10 Emerging Industries for Corporate Partnerships ; Best Channel for a Sponsorship Ask

Selfish Giving

Imagine having a brand so strong that you could insist that people only communicate with you by mail. ?? Tomorrow's my birthday! Truthfully, I don't like getting gifts on my birthday. What can you give the guy who has everything, including loyal email subscribers?

Using fundraising thermometers in multi-channel and multi-goal campaigns

DonorDigital

PETA made the most of the challenge by rolling out a multi-channel campaign to their constituents: direct mail, telemarketing, and online. In direct mail and telemarketing, PETA explained to constituents that there was a $500,000 match opportunity.

Acquisition: Using The Web To Boost Postal Mail Prospecting

The Agitator

How can you use online advertising to reinforce traditional direct mail campaigns and boost returns? Online advertising is not a ‘direct response’ channel but instead acts to reinforce the nonprofit brand. Online advertising is almost always treated as a stand-alone channel.

Once is Not Enough – Why You Need a Multichannel Fundraising Campaign

Ann Green

Perhaps you’ve already mailed an appeal letter or are planning to in the next couple of weeks. You may be thinking of not using direct mail at all because it’s too expensive and only sending email appeals. Direct mail is still a viable way to communicate and well worth the investment.

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.