Tag Archive for: direct marketing

11 Reasons Direct Mail works for Nonprofits

We have heard it all. And we think direct mail gets a bad rap. Long considered “junk mail” direct mail is seeing a new revival with the onslaught of emails sent to your inbox every day. That’s why we’re making the case with these 11 statistics.

There are articles out there stating why it’s making a resurgence. And then there are others, which support the idea that direct mail has a more lasting impression on donors than digital marketing.

Of course, we’re biased for mail, since that’s what we’ve done for 20 years. But since we’re also tasked with using digital mediums, email for instance, we thought we should make the case.

And it’s pretty convincing.

Here are 11 reasons you should consider direct mail marketing:

  1. 56% of donors think print marketing is the most trustworthy of all marketing channels.

  2. Donors spend an average of 30 minutes reading mail on any occasion.

  3. 70% of Americans say that mail is more personal than the internet.

  4. 73% of donors said they prefer direct mail for brand communications because they can read it at their convenience.

  5. Recipients read 56% of postcards, making them the most read mail pieces.

  6. 48% of people keep mail pieces for future reference.

  7. 79% of donors will act on a postcard immediately, compared to only 45% who say they deal with email immediately.

  8. 76% of Americans purchase because direct mail influenced them.

  9. Response rates still top those of other mediums; the average response rate is 1.1-1.4% compared to .03% for email, .04% for internet display and .22% for paid search.

  10. 56% of consumers say they have tried a new business after receiving a postcard or letter, while 70% have renewed previous relationships with businesses.

  11. 44% of people said they had visited a website after receiving postcards; 34% searched online.

Now, since your focus is on building your nonprofit donations, why wouldn’t you consider adding more touch points to your annual appeals?

We are passionate about direct mail. In fact, we’ve shared statistics frequently for you to use in defense of direct mail. Finally, we put together an infographic for you to highlight some key statistics.

Direct Mail Infographic

BCG Connect works with development and advancement offices in the education, nonprofit, and healthcare sectors. If you’re seeking direct marketing that reaches your donors in a timely, managed fashion, reach out to us today.

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5 Statistics to guide your direct marketing planning

Maybe a list of direct mail statistics is all you’re looking for. But wouldn’t it help to have the reasoning behind the statistics, too?

First, direct mail marketing is an old school marketing technique that has been around for decades and it is still one of the most effective ways to reach out to your donors.

So why are you still having to defend the use of direct mail to your director or board? Below, we’ve listed the top 5 direct mail statistics that will support your direct marketing strategy for your nonprofit.

Direct Mail Statistics InfographicStatistics That Defend The Need For Direct Mail

1. 42.2% of direct mail recipients either read or scan the mail they get.

The primary goal of direct mail is to get the recipient’s attention and convince them they are the hero of the story – impacting your organization with their gift. This type of communication is simply too powerful to ignore. How you approach the content depends on telling a compelling story through pictures and words.

2. Direct mail requires 21% less cognitive effort to process than email.

As a physical object, direct mail allows the person to interact with the mail in order to read the message. It elicits a 20% motivation to respond. Our attention is far more in tune with direct mail than an email.

3. Donors are 3X more likely to give online in response to a direct mail appeal than an email, according to MobileCause.

While email is a viable communication tactic for nonprofits, it’s the mighty direct mail piece that enables action. Research shows that when you combine direct mail with email communications, the response rate is 25% higher.

4. 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.

The way you communicate with your donors has changed, and so has the way they want to be communicated with. This is because donors have more demands on them and are busy than ever before. A direct mail piece provides a break from the digital world that inundates them.

5. Up to 90% of direct mail gets opened, compared to only 20-30% of emails.

Direct mail is an effective marketing channel that has a higher response rate than email.

A study by the Direct Marketing Association found that the average response rate for direct mail is around 3.35%, whereas email’s average response rate is only 0.1%.

This means that if you send out 10,000 emails, you would get about 100 responses. If you send out 10,000 pieces of direct mail, you would get about 3,350 responses.

Here To Stay

There are many people in the US who enjoy checking the mailbox. In fact, four in ten Americans of all 20 and over enjoy this activity. Not only do we look forward to receiving a piece of mail, but we hold on to it for a long time. In an average household, we usually discard mail after 17 days.

Therefore, direct mail marketing is alive and well! With so many digital channels competing for attention, direct mail is a smart way to get your message across.

Nonprofit direct marketing has less competition than digital marketing. On average, people see over 100 emails per day. Add over 4,000 – 10,000 digital ads and you’ll understand why direct mail is seeing a resurgence.

We live in a digital world, but that doesn’t mean there is any less demand for physical products. As the amount of spam mail and junk posts has increased, we have encountered a huge rise in paper mail!

A Greater Sense of Urgency

Donors prefer reading direct mail because it’s more personal and supports the relationship between you and the donor.

Ok, here are some more statistics that support direct mail.

From the USPS’s latest research, 55% of people said they “look forward” to opening their mailbox. 56% stated that they find receiving and reading mail enjoyable.

People who see print marketing are more likely to trust it than other channels. This is because of print’s high credibility rate: 56% of customers find it to be the most trustworthy type of communication. Trust is important to consider when you ask donors to contribute to your organization or institution.

Direct mail is more cost-effective than other methods, because it enables you to personalize your appeal. Direct mail also drives higher response rates and is a lot more fun!

If you’re looking for a new direct mail partner who offers project management, design and creative, printing and mailing all from one location, then reach out to us today!

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Why adding video to your direct mail campaign helps you connect with donors

Watching those expensive TV commercials from the ASPCA or Save the Children, you immediately connect to their story. They compel viewers into action because of the imagery, music and voiceover. Now, imagine if you could integrate video into your next campaign, but using direct mail marketing to connect donors to your message.

What is Direct Mail Marketing?

Direct mail marketing is advertising that involves sending a direct mail piece to a potential donor. It is one of the oldest and most effective marketing channels, especially for fundraisers.

With the help of direct mail marketing, fundraisers can target their constituents or prospective donors more accurately and send them personalized messages.

Direct Mail is an Effective Marketing Channel

As a marketing channel that has been around for years, direct mail continues to be one of the most effective ways to reach your donors.

Direct mail marketing sends your appeal to prospective donors, parents of students, or your alumni. The goal is to create a one-to-one relationship through your story to get them to donate.

The advantages of direct mail over other forms of marketing include:

  • High Open Rates – A direct mail campaign can supply as high as 90% open rate. Compare that to email, which averages 15% – 20% for a successful campaign.
  • Personalization – Your data allows you to personalize each direct mail piece based on donor information through variable data printing.
  • Control – Segmentation allows you to control the narrative on a personal level, so your piece creates more engagement for the reader.

How Digital Media Has Changed the Face of Direct Mail Marketing Forever

Today, digital media has changed the way we think about direct mail marketing. Together with direct mail, digital media helps drive more engagement with donors. From landing pages to social media to email marketing, digital media is the perfect partner for direct mail.

The increase use of digital media has made it possible for fundraisers to personalize messaging to their donors both online and offline. The benefit of using both direct mail and digital media together creates a personalized experience for the donor.

Adding a video element to your direct mail only enhances the overall experience.

How to Create a Successful Direct Mail Campaign with Video

Video is an effective way of sharing your nonprofit’s or institution’s story in the digital age, without the expense of a highly produced commercial. Anyone can produce a short video that can make an impact with video and editing capabilities on phones. Most iPhones come with iMovie, or you can find apps like Quik, a free app by the GoPro company.

So how do you integrate video into direct mail for your next appeal?

Adding a QR Code onto your direct mail piece will guide your constituents to open your video message with their phone. The remarkable thing about QR Codes is that the camera reads them on your phone and at once takes the user to your video. At BCG Connect, our designers highlight the code in a distinct color, and add a call to action to help it stand out.

With the increased use of video in social media, this is the perfect time to drive more people to your videos. Your video should be engaging and relevant to your donor. When creating a successful direct mail appeal with video, keep these things in mind:

  • Create a video that is a continuation of the story from the direct mail piece
  • Use emotional elements that tie the donor to the story
  • Keep it short,:30 seconds is the maximum you should use
  • Include your ask in your video

Conclusion and Future Trends in Direct Mail Marketing

While direct mail marketing is a powerful tool that can increase donor engagement, adding a digital element to your appeal will certainly give your campaign a lift. The future of direct mail campaigns will be based on several trends we recently uncovered.

Continuing to integrate your direct mail with digital media is the key to reaching more constituents both online and offline. So, whether you are using digital channels like email or social media, direct mail makes the perfect foundation for your campaign.

The BCG Connect team offers guidance and best practices in implementing digital media to your direct mail when you are planning your next appeal. Reach out to us today.

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Sustainability Efforts Through Reforestation

We have made a commitment to our planet, and we will reflect it in the way we do business. BCG Connect commits to sustainability efforts; to reducing our carbon footprint and working towards a sustainable future for generations to come. We focus one of our primary efforts on reforestation.

What Does Reforestation Have To Do With Direct Mail?

The first thing to do is to understand the basics of reforestation. It is the process of planting trees on land that is deforested or cleared of its original forests and vegetation.

There are a variety of benefits, such as restoring a natural environment, reducing erosion, providing shelterbelts or windbreaks. It also helps in stabilizing soil and preventing landslides.

Reforestation is an important measure for fighting climate change because it sequesters carbon dioxide from the atmosphere and converts it into biomass and oxygen through photosynthesis.

“To plant a tree is to give hope to tomorrow.” – Matilda Joslyn Gage

There Are Many Reasons Why We Believe In The Importance Of Reforestation

Reforesting the world is one of the most important things we can do to protect ourselves. In a study by the University of Maryland, they found trees absorb about 7 percent of all carbon emissions in the air. In addition, to this, the study found that the U.S. Forest service estimates that a tree can store 100 kilograms of carbon in its trunk and branches for up to 60 years or more.

In a world where there are many environmental problems, reforestation is an essential part of breaking down carbon dioxide and other harmful gases into harmless gases like oxygen and water vapor.

Print One Plant One

How We Support Reforestation

In May 2021, we partnered with PrintReleaf and created our Print One Plant One program. PrintReleaf is a company that specializes in reforestation. They have been working with direct mail companies for the past 10 years. We work with PrintReleaf as they measure the paper footprint based on cumulative printing and plant trees according to the Environmental Paper Network.

According to PrintReleaf, “your paper consumption is measured, and trees are automatically reforested across our global network of certified reforestation projects.

Paper use to tree equivalent

PrintReleaf guarantees every sheet of paper a customer consumes will be reforested at a rate of 8,333 sheets of standard letter (8.5 × 11″ 20lb paper) or 37.16kg per tree (40ft height × 7in width or 12.192m × 0.1778m).

This open-source formula is widely and generally accepted as the industry standard as established by the Environmental Paper Network.”

Reforestation is one of the most important solutions for mitigating climate change and preserving biodiversity.

How You Can Integrate Reforestation Into Your Next Direct Mail Campaign

Finally, the next time you are planning your direct mail campaign with us, tell us you’d like to participate in the Print One Plant One program. Then, you choose where you would like to allocate your sustainability efforts. You can select locations from all over the world. Then we’ll add the PrintReleaf logo to your mailing. It’s a great way to help get the word out about the environmental benefits of reforestation.

Our Actions Matter. Plant a Tree Today & Make the World Greener.

Ask your Account Team, or reach out to us today about how you can add PrintReleaf to your next campaign and let’s plant some trees!

Sustainability Efforts at BCG Connect

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The Top 10 Trends for Direct Mail in 2022

Trends come and go, and this year is no different. We compiled a list of direct mail trends for 2022 that you can add to your next campaign.

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

In this blog post you will recognize some of these trends from 2021, and some may seem the obvious. From anything from saving money to new technologies, we approach these trends on how best 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 personalized by giving history, imagery, and donor name.

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

Our 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 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.

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. Fundraisers see a 25% lift when using email and direct mail together.

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. Using QR codes in direct mail becomes more prevalent as they provide a way to track conversions and donations. QR Code Usage

Postage Increases

While the USPS continues to reform with postage increases and longer delivery times, direct mail is a hundred percent visible and 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.

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.

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.

Ugly Betty

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

Personalization

First, 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 because of its effectiveness.

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. Above all, at BCG Connect, we’re working closely with our clients, determining expected volumes for each campaign.

Informed Delivery

In addition, Informed Delivery campaigns will be a prominent trend for fundraisers by 2022. The significant rise in household informed delivery subscribers and consistently increased adoption in 2021 makes informed delivery all that more attractive. And it’s free!

Reforestation Programs

In May 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 take part in choosing where they want to replant and ultimately make an eco-friendly impact on the environment.

What do these trends mean to you?

In conclusion, 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. So 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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3 Examples of High-Impact Spring Appeals

Let’s talk about your Spring Appeal. Direct mail is a valuable tool for any organization trying to communicate their case for support. The challenge is, how do you use this tool to engage your constituents and inspire them to take action?

Here are 3 tips to help your spring appeal make an impact:

Use current photos to show impact

Using powerful images is a widely understood concept for appeals.1 Showing the impact of how gifts have helped current students, allowed for extra safety measures, or provided support to those in need during the pandemic will resonate with current and prospective donors.

See how the California College of the Arts used this approach: CCA Appeal

Make sure it is clear what you would like donors to do

Like a successful email campaign, an effective appeal involves a clear CTA and message. If donors are unsure what your goal is, it will be less interesting for them to take action. 

See how this appeal illustrates a clear CTA: Friends Central School Appeal

Don’t rely too heavily on copy 

Crafting effective messaging is important and there can often be a lot that you want to say to your audience. However, that message could get lost in translation if there is too much copy drowning it out.2 Finding the balance between images, copy, and a format that appeases both is the goal.

See how we helped York College accomplish this balance: York College Appeal 

What are you trying in your current programs? Connect with us today and let us know.

Sources: 

1 = SG Engage

2 = Huffington Post

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3 Ways to use direct mail for virtual events

Most fundraising professionals have reaped the benefits of events for years. Whether it be the education, healthcare, or nonprofit space, the value of visibility and interpersonal interaction at events is undeniable.

Thanks to COVID-19, many organizations are struggling1 from both a donor acquisition and revenue perspective due to the loss of in-person events. While some events have been cancelled or postponed, still more have switched to a virtual format instead.

It might seem counter-intuitive to state that direct mail pairs well with a virtual event. How could a perceived “basic” tactic like direct mail compliment a highly sophisticated online gathering?

Here are three ways to use direct mail for virtual events:

  • Use direct mail to send special offers to attendees

Events are the perfect time to engage or re-engage donors with a little extra TLC.

While donors are at home looking forward to their daily walk to the mailbox, it makes sense to utilize direct mail in the wake of a virtual event. Sending a pre-event checklist that donors can hang in their home office or a special promo code2 postcard are some simple and budget-friendly options.

  • Use direct mail as an extra touch point

One of the current weak spots of a virtual events is, quite simply, the competition. While attending a virtual event has many pro’s, the biggest con in this climate is over-saturation.

Using direct mail as an additional touch point can help break up some of the virtual clutter and overall fatigue.3  Consider sending a personalized direct mail invite or save the date, just like you would an in-person event (example here).

  • Use direct mail for appointment setting

Appointment setting is a hugely popular practice of sending an offer to attendees before the event in attempts to connect with them at the show. Usually there is some kind of special offer being teased at the booth or an opportunity to speak to an expert in person.

Direct mail can still be used for virtual event appointment setting. Provide attendees the opportunity to speak with you in a one-on-one chat room. You can also send them a special code to enter your booth prize drawing.4

In short, events may be more complicated for the foreseeable future, but that does not mean they have to be overly difficult. Virtual events exclude more traditional logistical challenges and costs, such as paying for airfare and hotels. Adding the ease and proven track record of direct mail to your event strategy is sure to prove successful.

If you like this post, check out our guest blog spot with the Greater Boston Chamber of Commerce on how direct mail can cut through the virtual noise in 2020.

Sources:

1 = Harvard Business Review

2 = Impact

3= 4 Ways to Use Direct Mail in the Current Climate

4 = Event Marketer

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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.1 

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:

1 = Target Marketing

2 = USPS Market Research and Insights

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3 Focus Areas for Creating Engaging Annual Reports

BCG Connect is a steadfast supporter and advocate of Friends of the Children-Boston (Friends-Boston), a nonprofit organization dedicated to breaking the cycle of generational poverty through salaried, professional mentoring. To achieve this, Friends-Boston pro-actively identifies kindergartners who possess untapped limitless potential but face the most significant barriers to future success. They then relentlessly dedicate their resources to them for the child’s entire school aged years – kindergarten through graduation, no matter what. That’s 12+ years!

One of BCG’s most recent collaborations with Friends of the Children was their 2019 Milestone Report. The challenge was to create an inviting and informative report that everyone wanted to read. It was important to understand that these readers were already supporters, so the message had to be tailored to them. Friends of the Children also stressed their desire for this report to have a contemporary feel, complete with story-like infographics and interesting data visualization.

Some of the areas highlighted to achieve this can be applied universally.

Here are 3 focus areas for engaging annual reports:

  • Understand the organization’s mission

An organization’s mission statement is its lifeblood, and they must find meaningful ways for donors to contribute to that mission. It is essential to understand, highlight, and appreciate this in order to convey its message successfully.

  • Mention successes and failures

It’s important to highlight the organization’s progress, which includes the good, the bad, and everything in between. Executive Director of Friends of the Children, Yi-Chin Chen beautifully expresses this as the ability to “Fail Louder” in future endeavors.

  • Communicate data visually

Data is one of the most compelling engagement tools in fundraising, as donors want to know how their gift has impacted an organization. It’s often difficult to translate these stats into an eye-catching format. Stick to simple numbers, appropriate chart types, and consistent formatting.

One recipient of the 2019 Annual Report shared:

“I just received the 2019 milestone report in the mail – congratulations on a really beautiful publication. I immediately wanted to read it and found it really engaging and inspiring. I love how it’s on-brand, authentic, compelling, and provides easy ways to see how anyone in the community might engage.”

-Anonymous recipient

You can view the Friends of the Children 2019 Annual Report here.

For more information on how BCG Connect can create similar projects for you, contact us today.

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School Challenges Unite Alumni & Friends

 School Challenges are one of the best ways to boost alumni participation quickly.

Regis College ran a successful school challenge after receiving a generous pledge to the annual fund of $25,000. A Regis couple asked their fellow alumni and friends to rise to the school challenge and make 600 gifts to Regis by the end of the calendar year. Long story short, they surpassed their goal with 799 donations.

The results showed that the challenge was a great way to:

  • Secure participation rates early on in the fiscal year
  • Get never-donors to make their first donation
  • Increase gift amounts from current donors
  • Show the Regis community that their peers (alumni, faculty, staff, and parents) are actively giving back.

Find out how Regis made it all happen here.

Regis College is a great example of executing a successful school challenge. To reach success, it’s important to remember that you must have ample preparation in your outreach and marketing materials in order to generate the best results.

If you’re interested in learning how BCG Connect can help you with your school challenge to boost alumni participation quickly, connect with us! We have partnered with a number of clients to improve their school challenge direct marketing materials to optimize donor engagement

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