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.