Nonprofits should be leveraging the power of direct mail marketing to both maximize the value of existing donors and retain those new to the market.
A report from BlackBaud recently revealed that a multichannel direct marketing approach is best for nonprofits, however, most donors primarily give via direct mail and prefer this channel for communication efforts. Additionally, BlackBaud found that only those new donors who were acquired via the internet will give via through multichannel approaches – however, this is typically short lived and these donors will soon switch to direct mail.
“The Internet is becoming an increasingly important acquisition channel but has not proven to be as effective for retention,” said Rob Harris, Target Analytics’ director of analytic products and a co-author of the study in a statement.
“It is the ability of online-acquired donors to use another channel – that is, to start giving through direct mail – that significantly boosts the long-term value of this group of donors. The most successful organizations have integrated online and offline marketing teams,” he added.
Those nonprofits operating on a strict budget may want to reach their donors with a postcard campaign, because they are typically are inexpensive to launch yet have the same reach as other direct mail marketing approaches.
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