Want More Donations? Choose Print!
For nonprofits, every dollar they spend on overhead, administration, and marketing is a dollar not spent on their mission. Not surprisingly, there is an intense focus on which marketing channels are most effective. So which channel works best for nonprofits? A study by YouGov provides the answer: direct mail. In a survey of more than 1,150 U.S adults, YouGov found the following:
One-fifth (21%) of respondents said that a direct mail solicitation prompted them to make their most recent donation. This is higher than for any other channel.
Older donors (55+) are most likely to respond to direct mail. One-quarter made their last gift in response to a mailing. Among 18-34-year-olds, this drops to 14%.
Lower-income households are among the most motivated by direct mail. Nearly one-third of those earning $40,000 per year or less responded to direct mail for their last donation. Among those earning $80,000+ per year, this drops to 18%.
Only 12% of donors report being prompted to make their last gift by something they heard about on the radio, on TV, or in print.
Even fewer (10%) were prompted by email.
Very few donors (6%) were prompted by social media, such as Facebook or Twitter, although this is stronger among 18-34-year-olds (11%).
When it comes to fundraising, direct mail is the clear winner for nonprofits. So once you have decided to launch a direct mail campaign, what is the next step? Make it the best it can be. Why not give us a call?
3 Tips for Better Email Marketing
Want to improve your email marketing for 2018? Here are three tips you want to keep in mind.
- Know (we mean really know) your audience.
We’re not just talking about knowing what they buy. We’re talking about how they like you to communicate. For example, younger audiences don’t like the hard sell. It’s important to communicate your value, but the hard sell will turn them off. Younger audiences also tend to be more responsive to user-generated images than to professional photo shoots. They also tend to be more responsive to peer comments and reviews than to company-generated content.
- Create campaign-specific landing pages.
When your audience clicks through the email, don’t send them to your main website. Send them to a landing page created specifically for that product, that campaign, and that promotion.
Ensure that the content on the landing page matches the content in the email. As your audience clicks through the email to the landing page, you want it to be a smooth, seamless transition.
- Don’t, don’t forget the CTA.
Although many audiences don’t like the hard sell, they still need to understand what you want them to do. If you focus exclusively on content, they may simply see your email as an information campaign. Include a clear call to action so they know the end goal — to purchase a product, sign up for a webinar, or come to your event.
There is lots of content out there being used for branding purposes. If you are selling something, make sure your promotions aren’t confused as being among them.
Need help getting your email messaging out there? Let us help you integrate your direct mail, email, and other multichannel content in an integrated, effective campaign.
The Empowerment of Personalization
Every now and then, data points jump out at you. Here are two data points about personalization that jumped out at us recently:
- 35% of Amazon's revenue is generated by its recommendation engine.
- 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. (Accenture)
We live in a world in which we have access to more information than ever. This can be both empowering and paralyzing. When consumers have too many choices, they can get overwhelmed and end up not choosing anything at all.
That’s why personalization is so important. Done right, it helps consumers navigate and simplify the maze of choices and take the stress out of making a decision. With personalization, brands are essentially saying, “We know you. We know what you like. Let’s make this easy.”
Personalized recommendations are just one way data-driven communications can be highly effective, however. Other types of personalization, such as triggered direct mail, demographically targeted email, and personalized cross-sells and upsells are highly effective, as well.
Are you tapping the power of personalization? Do you know what your customers like, when they buy, and what motivates them to buy? If not, you’re missing critical opportunities to connect with them and guide them into smart purchases—yours!
Need help? Give us a call.
Do you know what really works in direct appeal fundraising? Need help figuring it all out? Click the link to schedule a free consultation.
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