Direct Mail is a type of Direct Response Marketing. For non-profits, Direct Mail is one of the most important ways to raise awareness and funds for your organization. When Development Directors consider non-profit fundraising ideas to grow their database & organization, direct mail must be considered.
Online giving for nonprofits is growing, but remember, it still makes up only a small portion of total giving.
Traditional fundraising — direct mail, events, major gifts — still generates about 90% of total giving. It's important to allocate the appropriate percentage of resources toward traditional channels rather than focusing exclusively on online fundraising, which seems cheap and easy.
Online fundraising is important, and should be integrated with your direct mail program, but it should not be overemphasized in light of its contribution to total giving.
A client of LDMI once told us that he was looking around the room during a Board meeting and an important realization suddenly struck him: This group of men and women — who have donated and helped raise tens of thousands of dollars for his mission — were all introduced to his nonprofit through direct mail.
Adam Cassandra is our Creative Director at Lawrence Direct Marketing, Inc. Recently, he was featured in the Direct Marketing Association of Washington (DMAW) monthly newsletter Marketing AdVents. The piece is a short profile of Adam that discusses how he got involved in direct marketing, the importance of challenging yourself as a writer, and more.
Check out the interview from the June 2017 Marketing AdVents below:
Many nonprofits struggle with the idea of striking a balance between asking supporters for donations but not asking them “too often” — turning them off from giving entirely. The truth is: There’s no magic number for donation asks. Just as every nonprofit is different, the audience of supporters for each organization can react differently to the number, or type, of donation requests.
Does your nonprofit have a digital program or the staff to successfully run the program? According to a new report, chances are high it doesn’t.
The 2017 Digital Outlook Report, developed by Care2, hjc, NTEN and The Resource Alliance, found a staggering 62% of nonprofits have no digital program. That means these nonprofits don’t have “a digital strategy, a staff member dedicated to digital strategy, measurement and tracking of key performance indicators, program analysis, plus having defined their user personas.”
According to a new report, online giving to nonprofit charitable organizations increased by nearly 8% in 2016 — continuing the trend upward for online giving that's been happening for the past few years. This is not to say that the traditional means of fundraising have fallen out of style with donors. Over 90% of nonprofit charitable giving still takes place through traditional means of fundraising like direct mail, major gifts and events.
The starting point for all effective fundraising appeals is to appeal to the heart, rather than the head. This is true in both the copy and design of your donation request letter. For a donor, the decision to make a contribution to a non-profit is driven by emotion, rather than analysis and sheer logic. (Of the 14 reasons here, almost all have to do with the emotions)
Direct Mail is a type of Direct Response Marketing. For non-profits, it is not only a key fundraising technique, it is also essential to raise awareness about your organzation. When Development Directors consider non-profit fundraising ideas to grow their database and organization, they must consider direct mail.
In Non-Profit Direct Response, copywriting is king. This is not the case for typical, mainstream advertising, where design is premium. Beautiful, full-color, high-gloss, very expensive ads are the bread and butter of the mainstream advertising agency. Anyone who reads the New York Times notices the huge number of pages, content and ads, that are full color, with beautiful images, and type so small it's nearly impossible to read. Clearly, in that environment, design rules over copy. And copy is relegated to the bottom right-hand corner with grey type against a black background that no one pays attention to.