Tag Archive for: donors

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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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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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 #3

Tip #3: Better Together – Email and Direct Mail

This is the last post in our special blog series discussing effective ways you can optimize direct mail programs in a post-pandemic world and beyond.

Many organizations that rely on annual giving have embraced an omnichannel approach in their direct mail efforts. Although they are often pitted against each other, combining email with direct mail is a great example of two mediums that are stronger together.

Combining email and direct mail can help maximize your fundraising campaigns by boosting your engagement rates and increasing your ROI. While these two tactics certainly have merit individually, many organizations don’t realize how powerful they can be when paired together.

This partnership couldn’t have better timing from a content, messaging, and outreach perspective since “digital burnout” continues to plague potential donors.

Digital burnout has many variations, including “virtual fatigue” and “webinar fatigue.” It’s easy to overload your constituents with virtual information if you are relying heavily on email in the current climate.

Consider the following statistics:

  • 56% of customers find print marketing to be the most trustworthy type of marketing1
  • 44% of email recipients made at least one purchase last year based on a promotional email2
  • Digital burn out has been on the rise since 2019 and has worsened since the pandemic3

Utilizing direct mail and email together is more impactful than using just one. Benefits of email include quick and direct contact, easy tracking, and the ability to change messaging quickly. Direct mail can be more logistically challenging, but the ethos it invokes is hard to ignore. Why not combine them and have the best of both worlds?

Here is an example from a client who was able to successfully pair these tactics to create a comprehensive spring appeal program:

Pingree Spring Appeal Letter

Email

Although there is still some uncertainty around the future of fundraising, there are many creative and practical ways that organizations like yours can reach potential donors and convey your organization’s message. Analyzing your outreach methods and seeing how they can complement each other is a great start.

What do you think about our third and final 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 & 2 = Mann & Co.

3 = Inc.

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Optimizing Direct Mail Programs: Post-Pandemic and Beyond – Tip #2

Tip #2: The Cost of Poor Graphic Design

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

Our previous post examined the critical step of perfecting data management to ensure a successful and compliant direct mail campaign. But what good is flawless data if you haven’t focused on your design elements?

In the best-case scenario, a fantastically designed direct mail piece will delight your audience, compliment your call to action and invoke donations. In the worst-case scenario, a poorly designed direct mail piece is deemed irrelevant, alienates your audience, or is tossed in the recycle bin. Although expert data management will ensure that you are targeting the correct people, impactful graphic design and messaging is what will ultimately compel them to embrace your cause.

A recent design firm analyzed how much money they lost in one day based on the time their employees spent attempting to decode a poorly organized chart. It totaled $273, which was more than the daily rate of one employee.1

It is possible to underwhelm with an underdeveloped design, but it can be just as offensive to potential donors if you overwhelm your direct mail with information and graphics. Subtlety is not always a bad thing if you are appropriately taking advantage of every available space on your direct mail piece.2 A good designer will be able to usher you through that process, and understanding the nuances will eventually become second nature.

How can you ensure that you are considering thoughtful graphic design practices in your own direct mail initiatives? Here are some general guidelines from our very own BCG Connect graphic design team:

  • Focus on function as well as form
  • Embrace concise and relevant copy
  • Remember to follow your pre-existing brand guidelines for continuity
  • Make sure the tone of your message is reflected in the images you use

Effective graphic design can make or break your direct mail campaign. The fundraising world especially relies on empathy and ethos in their outreach to potential donors.

Here are some examples from our clients who asked us to help them balance their data management needs with effectual graphic design.

Data segmentation will never lose its importance, but when you combine it with innovative and well-crafted graphic design, you are elevating your direct mail strategy to a whole new level.

What do you think about our second 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 = Evergreen Data

2 = Target Marketing

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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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Ideas for retaining donors through effective stewardship

Retaining donors is one of the most difficult initiatives for a fundraiser to do. With more organizations asking people to support their cause or mission, there has never been a more important time to optimize donor retention strategies. One strategy that helps with donor retention is stewardship.

Instilled in people from such a young age is the concept of saying, “Thank you.” How many times have you, or someone you know, given a child something and the adult with them says, “What do you say?” and they look at you and say, “Thank you!” Probably countless times! Being a fundraising professional should encourage you to use this phrase now more than ever. Simply thanking donors and showing the impact of their donation can go an extremely long way.

Stewardship is a vital part of an annual giving plan as it helps you retain donors – if it’s not a significant piece of your plan now, this is something that you should take into deep consideration for the future.

Here are 5 stewardship tips to help retain donors:

  1. SIMPLY SAY, “THANK YOU.” A thank you can go a long way. It makes people feel that they are appreciated and when they feel appreciated, they will start to build a loyalty and sense of pride to your organization. Saying, “Thank you,” through all different platforms is a great way to show your donors how much you appreciate them.
  2. SHOW THE DONOR HIS/HER IMPACT. Infographics are a great visual tool to show donors how they made an impact. By associating the contribution – whether it be a dollar amount, time, or other resource – to the exact area(s) it impacted, people are able to say, “I helped make that happen!” Without your donors, it is impossible to reach your goals. So, when they donate, show them what they did and how they helped make the organization better.
  3. PERSONALIZE THE THANK YOU. Personalization helps build a bond between you and the donor. It makes them feel that they are special and unique. Yes, most occasions and initiatives call for individuals to receive the same designed piece. However, that doesn’t mean you aren’t able to personalize or segment it. Data segmentation and personalization enable you to target your donor or donor segments. For instance, you can have different variations of the stewardship piece, with personalization, if you segment donors by areas they contributed to.
  4. DON’T JUST WAIT UNTIL YOUR FYE. Have you ever thought about incorporating a stewardship campaign into your annual direct marketing plan? You might want to consider how many times per year you are currently thanking donors and how many times you could be thanking donors. Is it once a year? Twice a year? After each time they donate? You can never thank donors too much. Wondering some ways that you can thank your donors? Some clients thank their donors through designed postcards, letters, self-mailers, or other creative direct mail pieces. Connect with us to view samples.
  5. IF YOU ASK THROUGH A CHANNEL, THANK THROUGH THAT CHANNEL. There are many different channels nowadays where donors can be reached. If you ask through a particular channel, you should thank through that channel. For example, if you are sending your donors asks through direct mail, and they expect to hear from you through direct mail, then you should send a thank you through direct mail.

Interested in seeing samples of stewardship pieces?

Request Samples

To sum it all up, stewardship is critical to success. You did so much work identifying and acquiring your donors, you can’t forget one of the most important parts – retaining your donors. By thanking your donors, you’re one step closer to retaining them. They’ll feel like they made an actual impact as they start to build or continue to build an affinity to your organization.

BCG Connect helps clients to identify, acquire, AND retain donors through effective annual direct marketing plans. If you need help implementing stewardship pieces into your plan, or would like to talk about different direct marketing ideas for your organziation to effectively identify, acquire, and retain your donors, connect with us to learn more!

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5 Fundraising Appeal Letter Hacks

Add some muscle to your next appeal letter to help it stand out in a crowded mailbox.

During the holiday season, everything that comes into your mailbox, from bills to credit card offers, are adorned in festive colors and glitter. So, it helps to add something special to an appeal letter to ensure that it will stand out from the colorful crowd.

Have your next appeal letter move into the spotlight. Follow these 5 fundraising appeal hacks:

1. Include images in your appeal letter:

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Adding photos to the body of the letter helps to give a face to the story, to the need, and to the reason a donor is giving. Photos also help engage a reader in the letter by helping them make a personal connection to it.

2. Add a colorful buck slip alongside your appeal letter:

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This mailing insert, approximately the size of a dollar bill (which is how it gets its name), provides room for additional graphics, images, and appeal information that can help enumerate the impact of a donation.

3. Use color and unique typography in the body of your appeal letter:

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By adding color and typographical emphasis, the reader can easily find the most important parts of your appeal letter. This also helps to break apart larger blocks of text to be easier to read and thus keeps their attention longer.

4. Add artwork or a tagline to the outer envelope:

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The envelope is an important part of the overall appeal package, but is so often overlooked (both during the design process and once it’s in the mailbox). The design of it helps to encourage the donor to open it.

5. Personalize the letter by including the following:

  • The recipient’s last gift amount: this helps to remind the donor of how much they previously gave and also gives them a point of reference for another gift.
  • A targeted ask amount: by personalizing the appeal letter with a specific ask for each letter, rather than a general ask, this helps to give the donor an understanding of how they can specifically help.
  • The recipient’s class year: by referencing a specific year, you help remind them of their experiences at the school and the reasons for giving back.
  • Add a P.S. line that repeats the call to action: use this important part of the letter to summarize the entire message – the ask, deadline, and call to action – so that when the reader’s eyes go to the bottom of the page, they have all the information.

What techniques have you used? Connect with us and let us know.

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Spotlight: Bentley University’s Philanthropy Week

#bentleygives
Bentley created a week of on-campus activities, all centered on philanthropy.

For 2015, this week of events was creatively branded with the slogan, “Bentley Runs on Philanthropy,” a spinoff of the Dunkin’ Donuts “America Runs on Dunkin'” slogan. This played well into the week’s events, which were full of coffee and running.

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Above: Branding the campaign: “Bentley Runs on Philanthropy”

Calling all coffee lovers and do-gooders…
To kick off the giving week, students were given free coffee and donuts. Then, it was their turn to “pay-it-forward” by buying a friend’s coffee. Next, they were asked to donate to Relay for Life with spare, coffee-cup change – every penny counts!

This all led up to the final event – the “Neon Run,” an organized race where students dressed to match the neon theme in glowing garb. It was a chance to show their school spirit, run with friends, and of course enjoy a cup of coffee (waiting for them at the finish line). This was a way to get students involved with supporting the Bentley Annual Fund – their registration fees were donated to the Annual Fund.

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It just goes to show – giving back can be fun too!

Success!
Bentley has had great success with this strategy over the past couple of years. In addition to getting students involved in their annual fund even before they become “young alumni”, Philanthropy Week continually:

  • Raises awareness of the Bentley Annual Fund – teaching students why it’s important to give back
  • Fosters a philanthropic culture among students
  • Provides a fun incentive for students to make a donation

View complete portfolio of event materials (crafted by Boston Color Graphics) here.

Connect with us today.

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