Fundraising with direct mail seems pretty old-fashioned today, but the truth may surprise you!
Fundraising is an important part of so many different organizations. Charities and other nonprofits rely on member fundraising to a large degree, and things like donation drives for food pantries or other types of service organizations are highly dependent on getting the word out, far and wide, with your appeal for aid to the general populace. One of the best ways to raise that awareness is to use marketing methods usually employed by for-profit companies.
There are, of course, some major differences between nonprofit fundraising and commercial marketing. You’re not promoting goods or services to prospective customers with fundraising, for example. But you are still doing your best to convince those on the receiving end of your marketing to spend their money in a certain way, and that part’s identical.
Much has been said about what are the best ways to conduct fundraising marketing, and there are many proponents of the benefits of television, radio, and digital marketing when it comes to fundraising. But we’re here to show you that fundraising with direct mail, often thought to be too traditional and behind the times to be effective, might actually be the best choice for your organization’s needs. Here’s what you might not know about direct mail printing and fundraising.
Why Direct Mail, In General, Is Still a Valid Marketing Strategy
Before we can begin showing just how well fundraising with direct mail can work for your organization, it’s important to show that direct mail in and of itself is still a marketing strategy that works. Truth be told, it’s easy to see why direct mail is so easily dismissed in a modern marketing perspective, especially with 21st-century tools like digital marketing.
It’s absolutely true that digital marketing offers so many great advantages over older, traditional approaches that involve physically printing marketing copy and then sending it through the mail. Yet the truth is that the very nature of direct mail and print marketing provide their own advantages as well! The first and perhaps most noteworthy of these benefits is how highly targetable direct mail is as a marketing method.
Additional benefits of print-based direct mail marketing include the cost. A direct mail campaign, compared to another type of mass media campaign, is only a fraction of the price. This includes the costs of designing, printing, and mailing out postcards, flyers, or brochures. Direct mail is also very trackable, which can provide you detailed metrics as to who has responded and in what way, helping you fine-tune your approach going forward to maximize your response rate.
A direct mail campaign, compared to another type of mass media campaign, is only a fraction of the price.
How Fundraising with Direct Mail Shakes Out Against Other Methods
So direct mail marketing does more than hold its own against other, more modern types of marketing, but how does it fare when combined with fundraising efforts? Thankfully, you don’t have to take our word for it when we say it’s a great match; there happens to be quite a lot of research that’s been conducted on this very approach. Here are just a few highlights that shed some light on how well direct mail and fundraising efforts work together.
- The 2010 Heart of the Donor fundraising study found that, out of everyone who had made charitable donations that year, 61% had done so in response to direct mail. This clearly shows that, when it comes to soliciting responses, direct mail has an excellent conversion rate.
- The NonProfit Times revealed in 2017 that they’re slightly more likely to read a fundraising plea arriving by direct mail than they are when one is delivered through a digital method by direct mail, making both methods just as effective.
- Campbell Rinker’s 2010 Donor Confidence Report revealed that, out of those who give to charities online, 37% did so because they first received direct mail from an organization looking for donations, proving that not only are both marketing methods effective but they can work in conjunction with one another.
Taken together, this data (and countless other examples you can find elsewhere) clearly showcase just how well a direct marketing campaign can do when it comes to your next fundraising efforts. The only thing that remains, then, is to ensure that your printed mailers are ready for prime time.
Choosing a Print Partner That Will Supercharge Your Fundraising Campaign
At this point, it’s abundantly clear that fundraising with direct mail is an absolute must. It’s affordable, targetable, provides excellent metrics, and above all, it’s highly effective. But you can’t just go with any print partner if you want your direct mailers to have the best impact among prospective donors. For that, you’re going to need an expert in the field, one with the tools and experience necessary to usher your mailers from layout and design all the way through printing and fulfillment.
You need a professional studio, one with lots of experience in providing aid to direct marketers by offering a full range of options when it comes to printing mailers. Whether you want full-color brochures, postcards, or any other type of printed mailer, you’ll need a printer that knows what they’re doing, one that can deliver on your orders in a timely manner, and one that’s dedicated to providing as high quality of professional service as possible.
You need your marketing materials looking as sharp as they can if you want to have the highest impact on prospective donors — this isn’t the time to go with an unproven print house!
Turn to Las Vegas Color Graphics for Your Direct Mail Marketing Needs
As one of the oldest professional print businesses in Las Vegas, Color Graphics has decades of experience in providing the very best in printed materials for direct mail campaigns. This includes direct mail campaigns for fundraising efforts as well. With our feet firmly rooted in the print industry predating the advent of digital design and marketing methods, our dedicated graphic designers have excellent layout and design skills. They can help you craft the best print materials that have the most positive impact on the decision of a prospective donor to contribute to your charity or cause.
Providing top-notch customer service is what we’re all about here at Las Vegas Color Graphics. Our 24-hour print shop will get our next fundraising campaign off the ground in no time, and we’ll work with you every step of the way, from design to delivery, to ensure you get exactly what you want.
We make sure that the impact your fundraising materials has is just what’s needed to convince donors to open their wallets and contribute to your worthy cause. With Las Vegas Color Graphics in your corner as your print partner, the sky’s the limit. To see what we can do for your organization, contact us today!