Direct Mail Marketing for Non-Profits

Unfortunately, non-profit organizations often do not have the budget that privately owned for-profit organizations have to work with. This means that your marketing efforts have to go further and be more effective in order to lure in the largest amount of potential donors without blowing a tight budget. With nearly one-fifth of all donations attributed to direct mail, it’s important that non-profits have the know-how to deliver an effective direct mail marketing campaign.

1.)    Reach Out to Former Donors

In the marketing world, this list of former contributors is called a ‘housefile’. Make sure that anytime your organization is set to run a direct mail campaign that the housefile list is always included. These are people who have clearly cared about your goals and cause in the past and, more than likely, still do. Stay in touch.

2.)    Write a Newsletter

This is important for all non-profits, but especially smaller or new organizations. Write a semi-annual or quarterly newsletter including information about current events and activities, donor contributions and how they’ve helped, and donation information. Be sure to include an addressed return envelope with the newsletter to encouragedonations.

3.)    Personalize and Connect

It may seem like writing broad letters, newsletters, etc. is the best approach to reach many different types of people. However, honing in on a certain target group is more likely to get a tangible reaction out of prospecting. Write for the target audience. Add personaltouches where you can further connect with potential donors, whether it be hand written signatures or a short letter from the president of the company. And don’t forget to send holiday cards and a thank you note to donors and volunteers each year!

4.)    Measure Success

Rather than spending the money to send your mailers out to, say, 30,000 prospects and hoping for positive return, choose a small portion of the group to send the mailers to first. See what the reaction is. If it’s not what you’d hoped for, revise the mailers wording, theme, appearance, etc. You’ll learn what works and what doesn’t and you’ll have saved precious marketing dollars.

Effective direct mail marketing is vital to the health and longevity of any business, so for all of your direct mail marketing needs, seek out the help of qualified professionals, like the experts at Tray Inc., for the best results. 

A Holiday Direct Mail Marketing How-To

The holiday season provides a great opportunity for direct mail marketing. With the allure of gift-giving season right around the corner, there is no time like the present to build some promotions around your product or brand.

There’s one thing you have to keep in mind, though – your business is not the only one doing direct mail marketing right now. That’s why it’s more important than ever that your direct mail package stands out. Here are some tips to make that happen.

1.)   Seek Professional Help

Get expert help. Hiring a direct mail marketing company can help you craft an appropriate and professional-looking holiday design for your mailer. They also offer postal services that can help speed up the packaging process.

2.)   Don’t Underestimate QR Codes

The value of QR codes should not be overlooked. They can prove to be a valuable marketing tool. The opportunity to engage customers and get them excited about shopping with you is made simpler through a QR promotion.

3.)   Promotions to Get Excited About

This is the promotional portion. Ensure your direct mailers are bringing in the intended customers by offering them something to get excited about. Use mailers to inform potential customers about in-store prize drawings, buy-one-get-one free offers, and exclusive deals.

4.)   Add Intrigue

Recipients opening their mailbox to a stack of mailers are not likely to sift through each one, that’s why it’s important that your mailer stands out. One option is to create a three dimensional mailer. They are a bit pricier than their traditional 2-D cousin, but during the holiday season, that cost is well worth your while.

If the 3D mailer doesn’t interest you, consider other interactive options such as making your mailer into a scratch off. Each scratch off square could link to a particular percentage off of a product or purchase.

Either way, you’re getting your customer more engaged and looking at your mailer longer.

Now you have all of the information you’ll need to get started on a successful holiday direct mail campaign. Just don’t wait too long! With the holidays quickly hurdling toward us, customers are ready to buy.

Do you have any other ideas for creating a great holiday direct mail campaign? Tell us in the comments below.

From social to print, we are going to take you places. Contact us to get started today.






The Tray Way is the blog for Tray, experts in the printing, mailing, logistics and promotional products. You can learn more about our capabilities by visiting our website, as well as ourFacebook and Twitter pages. For information about the company and its successes, visitwww.trayinc.com