What’s Going on in Nonprofit Direct Mail?

While much of our world is moving into digital spaces, it’s become crucial for nonprofits to adapt and refine their websites, embrace social media and raise funds online. However, nonprofits are increasingly using multichannel marketing strategies, meaning that more traditional channels are far from obsolete.

“Direct mail continues to be a valuable, integral component of [nonprofits’] overall donor engagement, fundraising and new donor acquisition strategies, so it's a proven technique,” Tim Mooney, director of marketing solutions at LS Direct, said.

Not only does direct mail continue to be a success for nonprofits, but it can actually help their message stand out among the many other nonprofits, companies and people vying for their attention digitally.

“There seems to be a lot of digital messaging that could be overwhelming the donor or the prospect,” Mooney said. “It does make it hard for an individual message to stand out in that cluttered environment sometimes. But direct mail, I think, has a different approach because it's something that you're retrieving every day; it's physical, and you can quickly look through it.”

With that in mind, it’s important to make sure your direct mail is up with the times. Here are some of the key trends in nonprofit direct mail right now.

Data-Driven and Highly Targeted

No matter what type of campaign you are running — direct mail or otherwise — having solid data to base your decisions is paramount to your campaign’s success.

“You're always trying to focus on the right audience at the right time, with the right message,” Mooney said. “Direct mail can tick off all those boxes if you set the program up correctly, [especially] if you have omnichannel data to support models to identify that audience.”

By running tests, you can establish what engages the audience segments you are trying to reach — from potential donors to major giving candidates — to tailor your direct mail accordingly.

Connecting With Digital Supporters

As Mooney mentioned previously, direct mail campaigns are an excellent way to cut through the noise of digital channels.

“You can identify folks who have an interest, capture some of those online intent signals, use those in a way to model that audience, and then communicate with them via direct mail,” he said.

Interactive Print

Advancements in the print industry are also a benefit for nonprofits leaning on direct mail. For instance, the rise of interactive print has given organizations much more flexibility with their direct mail pieces, which historically have been limited to the size of the piece of paper.

Especially prevalent is the use of QR codes on everything from appeals to outer envelopes.

“On the postcard format that we mail, we encourage the use of a QR code because it helps the prospect or donor [scan] that QR code, and they can continue the conversation with the nonprofit on that website,” Mooney said. “It could take them to a pURL, like a specific landing page they want them to go to.”

Automation

Another advance in printing that can support nonprofits’ use of direct mail is automation, which can help get mail pieces out to supporters more quickly.

Mooney adds that automation is helping nonprofits connect with their constituents at different points in the donor pipeline.

“You can quickly use direct mail to message a constituent file or audience that is showing interest in your particular organization or charity or cause,” he said. “Then, once they reach certain milestones, kind of a donor journey platform, you can use direct mail to reinforce your relationship with the donor.” 

For example, he explained that if a new donor is added to your file, or a donor is active in your organization at a certain frequency, a direct mail piece could be sent to them at those milestones.

Informed Delivery

Not something that nonprofits themselves are involved in, but more and more of the recipients on their mailing lists are signed up for Informed Delivery through the U.S. Postal Service. With this, your supporters receive an email showing them what to expect in their mailbox that day. For nonprofits, this adds an extra touch point within the donor experience, and your donors will be on the lookout for your message when they go to their mailbox.

Vibrant Imagery

While direct mail may prevent your nonprofit’s message from being inundated among the many messages your supporters see online and in their email inboxes, it’s important to make sure it still stands out among the other mail pieces they receive. Using vivid imagery can make all the difference.

“Our core competency is in small-format postcard direct mail. It's highly targeted, personalized, and it's delivered very fast with high recency,” Mooney said. “So, we focus on postcard delivery, and in that case, usually on the front, there’s a great image with a simple callout.”

Mooney said that this has been very successful for nonprofits.