Tie Creative to Organizational Brand

To boost your odds of success with direct mail, closely tie the visuals and messaging of your direct-mail package to your organization’s brand and marketing.

In addition to getting the gift, a good direct-mail campaign should build an overall clear and positive marketing impression for your nonprofit. In the case of a zoo or museum, make the package an extension of the new exhibit’s advertising campaign. In the case of a charity, consistently use program facts and heartwarming photos to show and tell donors how many people (or animals) they’re helping or supporting.

The positive impression created can help you down the road, and this impression is strongest when it is an extension of the organization’s marketing campaign and ties into unified visuals and messages.

Laura Webster Esposito is creative director at Schultz & Williams Inc., a Philadelphia-based marketing, development and management consultancy for nonprofit organizations. She can be reached via www.sw-inc.com