The Great Wealth Transfer: An Opportunity for Nonprofits

As Baby Boomers pass on their assets to Millennials and Gen Z, an estimated $68 trillion will change hands over the next 25 years1. This monumental shift presents a unique and unprecedented opportunity for nonprofits to secure a brighter future.

As this change occurs, recognizing generational differences will be key in building relationships with donors across age groups. Let’s explore what this change means for you and why integrating direct mail into your communications strategy is essential.

Why It Matters

Increased Giving Potential

With the wealth transfer to younger generations, who are said to be more socially conscious, there is a significant potential for increased giving. Although Millennials have less disposable income today, building relationships and stewardship efforts now may result in increased giving tomorrow.  These generations prioritize social impact and are more likely to support causes that resonate with their values.  Nonprofits aligning their missions with younger donors’ interests and values can tap into this expanded giving potential.

Engagement Opportunities

Engaging with current and next-generation donors now can secure future support and create lasting relationships. Building trust and demonstrating impact are crucial for maintaining donor loyalty across generations. Younger generations require transparency, authenticity, and reassurance that they’re making an impact. Nonprofits that invest in meaningful engagement strategies will be well-positioned to benefit from sustained and increased support. While digital channels are important, direct mail remains a highly effective tool for creating a tangible connection with donors. Direct mail pieces, when combined with digital outreach, can enhance engagement by providing a personal touch that digital communications alone can’t achieve.

Direct mail offers a unique way to stand out in a crowded digital landscape. Personalized, high-quality mail pieces can capture attention, convey appreciation, and highlight the impact of donations. In an era where digital communications can be easily overlooked, direct mail provides a physical reminder of your organization’s mission and its value to the donor community.

Strategic Planning

Did you know that Millennials are now the largest generation in the U.S., making up 21.7% of the population?

Nonprofits that strategically plan for this wealth transfer can position themselves to benefit from increased donations and larger bequests. Developing comprehensive stewardship programs and personalized donor journeys from direct mail to email will be key to capturing the attention and commitment of these new donors. Although this population has less discretionary money currently, it’s essential to build relationships and programs today to create bonds that last into the future.  Forward-thinking organizations will thrive by anticipating donor needs and preferences.

The Role of Direct Mail

Direct mail should be woven into your overall fundraising strategy because it adds a valuable personal touch that resonates with most donors. Direct mail can be used to:

  • Drive Home Messaging: Enable heightened storytelling that highlights success stories or upcoming initiatives that can be reinforced by digital efforts.
  • Personalize Engagement: Increase effectiveness through personalized touchpoints from stewardship efforts, impact reports, or tailored appeals that stand out and feel more sincere.
  • Relationship building: There’s nothing like a tangible item to stand out from the crowd and make a lasting impression that builds ties.

By incorporating direct mail into your strategy, you create a multi-channel experience that leverages the strengths of both physical and digital communications.

How We Can Help 

At BCG Connect, we understand the importance of staying ahead of trends and seizing opportunities. Our team excels in data segmentation, allowing us to isolate different groups and target them with personalized messaging. This ensures that your direct mail campaigns resonate with each unique audience segment.

Let us help you build lasting relationships across generations with our professional and creative direct mail offerings and supporting digital assets. By leveraging our expertise, you can create compelling, multi-channel campaigns that engage donors and inspire action.

Seize the opportunity. The Great Wealth Transfer is a historic moment that nonprofits can’t afford to overlook. By proactively engaging with donors and tactically planning for the future, you can ensure your organization thrives for years to come. An essential part of that plan is strategic direct mail and digital fundraising communications.

Let’s work together to make the most of this transformative wealth transfer and secure a brighter future for your organization.

For more information on how BCG Connect can support your nonprofit during this pivotal time contact us here: bcgconnect.com/contact.

Sources: Forbes1, National Philanthropic Trust, Statista, Anchor Marketing, & Donorbox

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14 Unique Donor Stewardship Ideas

Finding creative ways to stand out and engage donors can be a constant struggle for fundraising teams. While everyone is trying hard to ‘think outside the box,’ perhaps instead it is time to start thinking inside the envelope.

Imagine an affordable envelope brimming with creativity, thoughtfulness, and a touchpoint that strengthens relationships. What if you could wow your donors and alumni with unique gifts that foster connections and don’t break the bank? The following options are designed to fit beautifully within a creative envelope of your choice.

Here are 14 original gift ideas to elevate and inspire your donor stewardship efforts:
  1. Membership cards— Donors, especially monthly donors and giving society members, take pride in their association with your organization. A membership card lets them showcase their affiliation with your cause. Tip: Try cardboard instead of plastic to save money.
    • Membership key tags—Another supplemental or replacement option is a key tag that members can add to their key chains.
  2. Bookmarks—Remind customers of your mission whenever they sit down to enjoy a good read.
  3. Magnets— Your brand is magnetic, so why shouldn’t your stewardship program be? Magnets are a great tool to stay top-of-mind, build a relationship with donors, and say thank you.
  4. Ornaments—Ornaments don’t have to be expensive. Consider using thick cardstock and die-cutting to send professional ornaments in various shapes—think a snowman, reindeer, or snow globe. Elevate your gift with creative illustrations or designs and include your logo and a heartfelt message on the back.

  1. Socks—Cozy on up with this small token of appreciation. At a reasonable cost, you can customize socks to reflect your brand and mission.
  2. Artwork—This new trend puts a unique spin on stewardship. Send a print in a common photo size so donors can frame it. A 4×6-inch work of art can provide value to your audience and breed connections. Similarly, you can send an artful card that can be framed.
  3. Notepads—Combine usefulness with gratitude. Notepads are a useful tool that will keep your brand in front of donors at home and in the office.

Let’s pause for a few important direct mail tips you should know.

Direct Mail Tips:

  • a large envelope cannot exceed 15” in length x 3.4” in width x 12” in height.
  • It also cannot be rigid (think cardboard) and must be uniformly thick.
  • Beyond those guidelines, your package will need to be sent through the more costly parcel post.

BCG Connect can help you find the most cost-effective mailing solutions that fit your budget.

  1. Stickers for water bottles—Water bottles are walking billboards. Get customers to put your brand front and center with high-quality, durable stickers they will be proud to show off on their favorite cup or water bottle.
  2. Curated playlists—Is your budget especially tight? Create a special playlist for your donors to enjoy. Connect it to a theme such as the decade an alumnus graduated or use a poll on social media to get input.
  3. 3-D gifts— Utilize die-cutting to create small decorations. From your mascot to a pine tree for the holidays, print and die-cut two pieces that fit together like a puzzle. This mini-DIY project is something your donors can cherish for years.
  4. Calendars—This has the potential to get visibility 365 days a year. Depending on your budget and goals, explore options such as wall hangings, desk calendars, or planners.
  5. Reusable bags—Especially if your organization promotes environmental conservancy, reusable bags are a practical and effective gift to increase donations and retain donors.
  6. Seed packets—This simple yet fun gift is original and keeps our earth in mind. Try a play on words such as “plant the seed of knowledge” if you’re an educational organization.
  7. Cards—A classic, yet personal and valuable method. A heartfelt message goes a long way.

Take your budget and donor base into account as you consider these options. Even with limited resources, you can differentiate your brand and mission. Don’t forget to promote virality and reach by asking your audience to post their gifts on social and tag you.

Together, let’s bring your ideas to life.
Contact us at www.bcgconnect.com/contact to start the conversation.
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Inside Creative: 5 Tips from a Direct Mail Designer

BCG Connect Designers collaborate with academic institutions and nonprofit organizations from all over the country, creating a wide range of print and digital communications.
We asked our Design Team to share some tips and suggestions for producing powerful content.

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The Truth About Ugly Betty Campaigns

To most of the world, “Ugly Betty” was the name of an ABC original TV series starring America Ferrera. However, in the world of fundraising professionals, an ugly betty is an effective way to renew gifts from prior donors using a very direct, invoice-style approach.  

So, is an ugly betty ugly?

No! An ugly betty is simply an invoice-style appeal. Although it may not include many photos, there are plenty of creative elements that can be used to grab donor attention and increase participation. 

What’s so effective about an ugly betty? When donors look through their mail, something that looks like an invoice or bill will drive them to open it immediately or set it aside for future review. Consumers are inclined to pull out the “more important” pieces of mail to make sure that they don’t miss any official documents. 

You might ask, “Why wouldn’t every appeal be an invoice style, then?” If every appeal were an invoice style, it would reduce its effectiveness. Many organizations send ugly betty mailers towards the end of their fiscal year to capture prior donors that haven’t given yet. 

St. Joseph's College Ugly Betty Letter

3 components to consider:

1. Creative

The effectiveness of these invoice-style appeals can be heightened with eye-catching, modern, and action-driving creative elements.  

The invoice-style appeal often emphasizes prior giving, lack of giving this fiscal year, and a strong call to action to donate. That simple message combined with a superior design is a winning combination.  

Check out some examples sculpted by our creative team.  

2. Envelope type

How do you know when you get a bill in the mail? There is usually a special type of envelope or design that evokes urgency. Whether it’s a window envelope or verbiage like, “Important: Action Required,” you can entice your donors to open your mailer by creating an air of importance and driving quick action. 

3. Data segmentation

Organizations often have an immense amount of data, but don’t always use it. When data and direct mail align, the possibilities are endless. Data is a critical component of an effective ugly betty campaign as it helps to showcase individual donor histories and strategically determine what donation amount to ask for. For example, it enables the capability to isolate that Donor A gave $25 in 2022 and 2023 but hasn’t given in 2024—making it possible to pinpoint an appropriate ask of $30 and two reach donation amounts as opposed to asking for $500.  

Want to discover some of our creative ugly betty appeal designs?  

View examples here. 

At BCG Connect we partner with nonprofit professionals to weave multichannel creative marketing solutions into their fundraising, stewardship, brand marketing, event campaigns, and more. BCG Connect helps non-profit organizations find, attract, and keep donors. We also assist with multichannel creative needs. 

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3 Things We Learned from the 2024 Case D1 Conference

On March 13 – 15, 2024, CASE members gathered for the District 1 Annual Conference in Boston, and we were there.  Here are three things we learned from a fascinating group of thought leaders in academic philanthropy:

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Building Partnerships for Greater Impact

A look at how BCG Connect and Friends of the Children-Boston go forward together

There is a famous African proverb that says, “if you want to go fast, go alone, but if you want to go far, go together.” Nonprofit organizations work to address some of the most pressing and complicated challenges of our time. Creating partnerships with trusted organizations and peers can help organizations go further and have a more lasting, sustainable impact.

One organization that exemplifies the concept of going further together is Friends of the Children – Boston (Friends-Boston). BCG Connect has partnered with Friends-Boston since 2016, collaborating on many projects including appeals, impact reports and other collateral, and events such as its annual Friend Raiser. Founded in 2004, Friends-Boston is one of the oldest affiliates of the National Friends of the Children organization. Friends-Boston creates generational change by empowering youth who are facing the greatest obstacles through relationships with professional mentors for 12+ years, no matter what. These youth, known as “Achievers” work with their mentors on core assets key to social and emotional development.

How Friends-Boston Makes an Impact

What makes Friends-Boston unique is its Two-Generation approach to strengthening families, creating a change that will be felt in the community for generations to come. Now in its 20th anniversary year, that impact is already being felt. Data collected shows that 98% of Achievers graduate to the next grade level and 100% have avoided incarceration. Additionally, 80% of alumni are either pursuing college degrees or have attained employment. Friends-Boston currently works with 144 of Boston’s most vulnerable children (along with 400+ of their siblings and caregivers) and is amid a five-year strategic growth plan that will expand its reach within the region and double the number of Achievers served.

Achievers displaying their artwork

The Important Role of Partnership

Creating such an impact cannot happen in a silo. Partnerships are at the core of the organization. As Jason Lang, Co-Founder of Doodle Consulting and key collaborator for Friends-Boston said in a recent conversation, “for Friends-Boston, partnerships are all about finding the people and organizations who share the vision of giving every child and family the resources and opportunities they need to achieve their goals.” Partnerships with community organizations and local businesses have opened doors for Achievers that might not have been available otherwise, for example, an internship opportunity at a board member’s former place of work. “True partnership”, Lang continued, “is finding people and organizations who not only share the mission and vision but who also want to walk together to be a part of the work in a big way.”

The relationship between BCG Connect with Friends-Boston developed organically out of a deep belief in the Friends-Boston mission, and an eagerness to help. Implementing programs, meeting with donors, and evaluating impact are all critical components of the work of a nonprofit professional. As are tasks like writing newsletters, creating email campaigns, and assembling appeals. With so many responsibilities, it can be challenging to accomplish everything, so BCG Connect works with its partners to take some of those tasks off their plates, so they can focus on other priorities.

According to Chris O’Keefe, a BCG Connect Account Manager, “we aim to be more than just another vendor; we take a more passionate approach.”  O’Keefe works closely with the Friends-Boston team throughout the year and has been involved in its projects since the beginning of the partnership. “We’re focused on creating personal connections. BCG Connect is an extension of your office. You have us as your back up”, he continues. “Accessibility is also key. With work that is constantly changing, being able to hop on a call or make a last-minute addition to a program can be critical. Ultimately, strong partnerships come down to building trust.”

An Achiever family and Friends-Boston Mentor.

Partnership Equals Trust

People play a big part in creating that trust, but so does an organization’s experience. BCG Connect is unique in that it focuses specifically on helping fundraising organizations improve their direct marketing programs. “Working alongside many nonprofits,” adds O’Keefe, “we have a 30,000-foot view of the sector and can bring that perspective to our partners. We really focus on getting to know them on a personal level and sharing our knowledge. That rapport deepens the sense of trust.”

It is that trust that leads to better collaboration and an overall work product you can be proud of. As Jason Lang reminded us: “When you’re in a creative process and you have the opportunity to collaborate, what you create together is so much better than what any one person could do. It makes a tremendous difference when you can find a partner who can take some of the weight off so you can focus on the bigger picture.”

Developing strong, trust-based partnerships enable organizations like Friends-Boston to focus more on their missions. Stacy DellOrfano, the Director of Development for Friends-Boston, added her support: “having that partnership, in every sense of the term, with BCG Connect has been amazing.  The team is so supportive in finding the best ways to communicate with our donors and community.  It’s more than the substantial services they provide to us at Friends-Boston, it’s the feeling that we are part of a team of people who care.  We could not ask for a better partner to share our story.”  BCG Connect is grateful to be a small part of the change that organizations like Friends-Boston make in their communities.

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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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Self-mailer vs. a Letter: Why choose?

Ahh, the infamous question: self-mailers vs. letters for your next appeal?

Self Mailers vs Letters – Which is best for you?

Direct mail formats should be more strategic than just following personal preferences.

Meanwhile, it’s visible, it’s direct, and it gets noticed. The direct mail format is a key component of your direct mail campaign. It’s your physical link to your donors. One thing that has to be taken into consideration is the choice of format. Though you may have some idea of what type of layout to use, the best decision will depend on:

  • objectives
  • donor segments
  • your budget

Introduction: What is the difference between a self-mailer and a letter?

Let’s first look at the classic. Often considered formal communication, the letter develops a personal connection between the nonprofit and the donor. Then, there’s the self-mailer. Sometimes seen as an informal way of communicating, the self-mailer takes more creative liberties than the classic letter.

This all seems obvious, of course.

But what difference does it mean to the nonprofit looking for donations?

The Benefits of Using Self-Mailers

Self mailers are a great way for nonprofits to share imagery through stories and graphics. They are a low-cost and effective option.

But you know that already.

What are the benefits of self-mailers for nonprofits?

Sending a self-mailer to your donors has many benefits. You can highlight your annual report, tell donors about the most recent achievements of your nonprofit, share upcoming events and more. With variable printing and segmenting your data, you can even illustrate through imagery, as well as the text of each self-mailer.

A successful self-mailer is one that calls out the recipient by name within the headings. Adding other personal information, such as grad year, is another way of personalizing your self-mailer.

However, self-mailers are associated with retail companies.

So, could that be why some institutions and organizations swear by letters?

Engaging Vehicles for Letters

Envelopes are not just a container for letters. They are a vehicle for delivering an emotional connection to the letter, which is what makes them so engaging.

Envelope design can be an important part of a letter’s success. Designers have to consider how the recipient will handle the envelope and if they will open it.

Since an envelope is the first thing that people see when they receive a letter in their mailboxes, it’s often the only thing that people see before they open up the letter and read what is inside of it.

3 Reasons Nonprofits Use Letters over Self-Mailers

Letters allow you to show a sense of value and importance. Letter and envelope combinations have the room to tell your compelling story to your target audience about your nonprofit. Let’s take a closer look at why letters work:

  1. Tell your story with an interesting type of font that creates call-outs throughout your letter.

  2. Add a detachable reply card at the bottom of your letter. Simplify the steps a potential donor needs to take. Creating a process for donations will increase the chances of your target audience to donate.

  3. Add imagery. Take the same visual approach that a self-mailer uses by adding images and iconography to your letter.

Now what?

The Hybrid version with Letters and Self-Mailers

Many of our clients are using “self-mailers” in envelopes. I suppose it’s no longer a self-mailer, but you understand what I mean. This way, they get the benefits of both the letter and the “self-mailer” by using an envelope. So why is this becoming more popular?

In addition, it’s the best of both worlds. You now can include all the imagery you want, tell the story you want to tell, and add your business reply envelope.

Here’s an example of a folded card with a reply card, a reply envelope, and an outer envelope. While it’s not really a “self-mailer,” it uses all the elements a self-mailer would employ.

Self-mailers with letters and envelope

Conclusion: How to Choose which one is right for you

In short, if you’re questioning self-mailers vs. letters, and you have the budget, perform a test. Be sure to send to equal numbers of your letters vs. self-mailers. You don’t have to split your mail down the middle. Always use one targeted segment for the test. The remaining segments can use whichever version you prefer.

But, if you don’t have the budget to test, consider the hybrid model. At BCG Connect, we create multiple versions of direct mail pieces. From letters to self-mailers to the hybrid, we design, print, and mail them all. Reach out to use today!

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Data Management: Empowering Communications

That’s a bold statement: “empower your communications through data management.”

After all, data management is the process of organizing and structuring data in a way that it is easily searchable and useable.

While it isn’t always the most interesting task of an individual’s job, it is very important to format your data so that you have easy access to it. Although you use data management for any type of data, it’s mostly used for structured data.

One example of structured data would be donor information, such as names, addresses, and emails, as well as giving history. You can also use data management for unstructured data like videos or photos. But what does managing your data have to do with your communications?

Data Management Graph

In a 2019 survey, Everyaction and Nonprofit Hub found that 90% of their respondents collect data. However, only 5% said they are using the data. So you’re collecting all this data. What can you do with it?

How to Affect Fundraising Communications with Data Management

How you manage your data affects your fundraising in a variety of ways. The data you collect helps to design strategies and, ultimately, communications.

Your data management strategy is the key to a successful nonprofit communications strategy. Each nonprofit should have a data strategy in place to make sure that they are collecting the right data and using it effectively to reach their goals. In order to reach your goals, you need to manage all the aspects of your data.

More and more nonprofit organizations recognize the importance of managing their data. They realize this critical information provides an opportunity for them to innovate and improve upon their communications. In addition, nonprofits can use data to create a better donor experience, potentially increasing donations.

This isn’t just about keeping track of the data, it also includes knowing how to use it.

What data do you need to collect in order to be successful?

There are many ways to collect, analyze and act on data that are relevant for your communications.

Before you can manage your data, you need to collect it. Using social media, direct mail, or landing pages is a great start.

What Types of Data Should You Collect?

Data collection is the first step in any data management process. To collect data, you need to know what information you want, where to find it and how to organize it. Once you collect that information, you can use it to track trends and, of course, for your communications.

Some data that you should collect and manage for your nonprofit communications are:

    • Demographic data (gender, age, ethnicity)

    • Geographic data (state, region)

    • Behavioral data (online behavior, engagement with social media)

    • Transaction data (donations, memberships)

    • Interest data (clubs, sports teams, participation at events)

How To Use Your Collected Data

Now you can use your data for a variety of purposes. Data is the one asset that you can use to maximize your marketing efforts. To put your data into action, you can use it for direct mail, email, digital ads, or web design.

Direct mail: Direct mail takes your provided data using variable printing. It goes way beyond personalization. All of that demographic, geographic, behavioural, transactional, and interest data can now intertwine throughout the copy and imagery.

Email: You can send trigger emails based on behavioural data. This is an efficient way to reach out to your donors while you are top of mind. Tease your donors with a story via email and drive your donors to your donation page or your website.

Digital ads: Digital ads are an excellent way of reaching out to people who are on the go and have their attention focused on their phones or tablets. You can use them to target previous visitors from your website or your social media. You can even serve up ads to your direct mail list!

Website: You can personalize your website based on the data you collect from your donors and the content they are interested in. This will help make sure that your website stays relevant to them and that you continue to engage them with the content they want.

Conclusion: Time to Power Up Your Communications

The data that you collect from your donors is critical to the growth of your organization. You can increase donations, manage the donor relationship, and create a more personalized experience for them. Developing a strategy around your data management only enhances your communications.

At BCG Connect, we protect your data and use it to provide more effective marketing campaigns. We have several ways to use your data into the creative, copy, and visual elements. If you’d like to know more about how we can help turn your data into powerful communications, get in touch with us.

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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%.

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.  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.

Based on USPS research, 55% of people said they “look forward” to opening their mailbox, and 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!

Could a more creative approach to personalized direct mail improve your organization’s fundraising programs?  Click here to start the conversation about how we might be able to help.

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