Optimizing Direct Mail Programs: Post-Pandemic and Beyond – Tip #1

Tip #1: Debunking List Management 

In this special blog series, we will discuss effective ways you can optimize direct mail programs in a post-pandemic world and beyond.

Direct mail is known to be an efficient and engaging channel that helps retain and acquire donors in the fundraising world. But has coronavirus changed its credibility?

The answer may pleasantly surprise you. According to the USPS Market Research and Insights Report, 65% of those surveyed stated that receiving mail lifts their spirits, with 54% of respondents stating that mail helped them feel more connected.

You may be thinking, “Great! Sign me up.” But it’s a little more complicated than that.

In our internal May 2020 BCG Connect client survey, 100% of respondents described their organizations as understaffed. Additionally, 99% of respondents indicated that they do not have the time or resources to focus on fundraising campaigns to their desired extent.

At the best of times, fundraising campaigns require careful planning and copious amounts of attention and detail orientation to yield results. The most successful direct mail campaigns are the ones that are the most highly targeted. In order to develop a customized, engaging direct mail piece, you have to perfect one key element: proper list management. List management can single-handedly make or break your campaign.

The good news is that direct mail is resonating with donors and prospects. The bad news is that many organizations are overwhelmed and understaffed. So, what action should organizations take to run a highly targeted direct mail campaign without straining their already limited resources?

The answer: outsourcing. Utilizing a partner who understands the intricacies of list management can ease the stress of your campaign, increase your bandwidth, and help you meet your fundraising goals.

Direct mail is reaching audiences in meaningful ways during these unprecedented times. It’s more important now than ever to analyze your list in order to optimize it and run a profitable campaign.

What do you think about our first tip in this “Optimizing Direct Mail Programs: Post-Pandemic and Beyond” series? We’d love to hear your feedback. Click here to leave us a comment.

Sources:

Target Marketing

2 = USPS Market Research and Insights

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Christina Sullivan