The Top 10 Trends for Direct Mail in 2022

BCG Connect Direct Mail Trends for 2022

Direct Mail Trends for 2022 and How They are Changing the Fundraising Landscape

Let’s talk about Direct Mail

Direct mail is the number one technique that is used to reach out to potential donors. It is a cost-effective way of reaching out to potential donors and it can be personalized.

Direct mail for fundraising has been around for decades. It was first used by charities in the early 1900s, but it has evolved over the years with introducing new technologies.

Direct Mail Trends for 2022

Nationally, the use of direct mail has been on the decline for the past few years, however we have seen just the opposite.  And it seems like this trend will change in 2022. There are many reasons why people are opting back into this marketing tactic.

Let’s get to the heart of this post!

Here are the trends we see that have led to this increase in direct mail usage, as well as what trends we can expect more of in 2022.

  1. Convergence – Digital channels continue to grow and become more popular than traditional channels – however, when working together, social media, email, and direct mail are a more powerful means of reaching your donors than ever before.

  2. QR Codes – Now, in 2022, the odd block that once seemed ambiguous is now one of the most mainstream forms of the print world meeting the digital world. The use of QR codes in direct mail becomes more prevalent as they provide a way to track conversions and donations. QR Code Usage

  3. Postage Increases – While the USPS continues to reform with postage increases and longer delivery times, direct mail is a hundred percent visible and are tracked throughout the entire process. Considering the costs of a direct mail campaign on a larger scale, it is very affordable to send messages at the right time to your constituents.
  4. 6 × 9 Postcards – The recent USPS postage hike led to a change in regulations on which types of postcards are eligible for a new rate. Mailers no larger than 6″x9″ can now qualify for a lower rate! Can you imagine the USPS actually reduced the price?  Now is the time to take advantage of all the real estate a larger postcard offers and at the same rate as your current smaller postcard.

  5. The Classic letter – Now, even though the postage rate may have changed for the postcard, we’ve seen an increase in nonprofits sending more and more letters. Make your content personal by adding an “Ugly Betty” element into it.

  6. Ugly Betty – If you haven’t tried adding this invoice-style format to your latest appeal, you may want to give it a try in 2022. This visual form of personalization stands out in a letter and allows your donor to visualize their giving history.

  7. Personalization – Look at the data you have collected. Use it wisely and add personalization wherever you can. Personalizing a letter with your donor data has been growing in popularity over the last year due to its effectiveness.

  8. Planning Ahead – With the likelihood of continued disruptions to the supply of mail marketing materials, fundraisers may need to plan their outreach programs more than ever before. At BCG Connect, we’re working closely with our clients, determining anticipated volumes for each campaign.

  9. Informed DeliveryInformed Delivery campaigns will be a prominent trend for direct mail marketers by 2022. The significant rise in household informed delivery subscribers and consistently increased adoption in 2021 makes informed delivery all that more attractive.

  10. Reforestation Programs – In May of 2021, we introduced our partnership with PrintReleaf. While there are other sustainable options like FSC, we are more focused on building up the global forestry system. Our clients participate in choosing where they want to replant and ultimately make an eco-friendly impact on the environment.

What do these trends mean for you?

These trends provide more and more opportunities for nonprofits and fundraisers to take advantage of all that direct mail offers.  From convergence to sustainability, BCG Connect believes the power of direct mail will continue to increase in use.

BCG Connect offers all the above and so much more.  When you work with a team of leaders in the industry who understand the benefits of the trends in direct mail, your campaign will surely make a difference this year. Contact us today to see how BCG Connect can lead you in the right direction.

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Kathy McConnell