Direct mail marketing has numerous benefits that make it a powerful tool for businesses. One of the main advantages is its ability to reach a highly targeted audience. By carefully selecting a mailing list, businesses can ensure that their message is delivered directly to individuals who are most likely to be interested in their products or services.
A personalized and informative mailer can be an effective way to build brand credibility, attract consumer interest, and encourage financial giving. As we get further into 2023, now is the time to take a closer look at why this strategy works and how well it’s currently doing.
Why Use Direct Mail for Fundraising?
Direct mail can be an incredibly useful tool when it comes to fundraising. One of the key advantages of this form of outreach is that it has a much higher track record of being opened than any other form of fundraising. When donors receive a physical piece of mail, it serves as a concrete, tangible reminder of your cause, which is often all that’s needed to reignite their interest and encourage them to give.
In addition to retaining existing donors, direct mail can also help attract new donors to your cause. Nonprofit direct mail campaigns not only look at the total amount of donations received but also care about the number of givers who have contributed to the cause. By reaching out to new donors through direct mail, organizations can expand their reach and impact.
Direct Mail Fundraising Statistics for 2023
If you’re still on the fence about adding direct mail fundraising to your outreach efforts in 2023, take a look at some of the top reasons to prioritize this strategy.
Enjoy a High Return on Investment
When investing in any fundraising effort, you want to make sure you achieve a high return on investment (ROI). By incorporating direct mail into your campaigns, you can rest assured that you’ll achieve this goal.
According to one 2023 study, 74% of marketers believe that the ROI for direct mail is higher than other channels, including email. They also noted that direct mail delivers the highest response and conversion rates for their organizations.
Create a Multichannel Approach
Successful fundraising programs often include different forms of outreach, including both print and digital media. One source found that it can take between 18 and 20 touchpoints to reach a donor or customer for the first time. This underscores the importance of using a multichannel approach to maximize your reach and impact.
Campaigns that use direct mail and at least one type of digital media experience a 118% lift in response rate. Companies can yield a 28% higher conversion rate by combining direct mail with digital marketing campaigns. By integrating direct mail into your broader marketing strategy, you can increase the likelihood of reaching and engaging potential donors.
Improve Response Rates
Response rates measure how frequently your message moves a potential donor to give. A high response rate means that your outreach and engagement strategies are working effectively.
In one study shared online by NonProfitPro, researchers found that direct mail response rates for charities were surprisingly high when compared with other options. The average direct mail response rate is 5.3%, which is higher than email (0.1%), paid search (0.6%), and online display marketing (0.2%).
Additionally, 69% of marketers agree that adding direct mail to their campaigns improves response rates. Another 8% say their response rates are “very good” with direct mail marketing in the mix.
Appeal to Millennials
Contrary to popular belief, the Millennial generation doesn’t only check email and prefer digital communication. Even the most tech-savvy individuals can suffer from digital fatigue. In fact, 37% of Millennials say they receive marketing emails “way too often,” and 22% receive “a few too many.”
A study found that 62% of respondents had taken an action, such as visiting a store, in the past month based on information received in the mail. Therefore, direct mail can still be an effective way to reach younger generations and motivate them to take action.
Create Customized Campaigns
Personalization is a key component of successful direct mail campaigns. Using recipient names and other relevant data to create a more personalized experience for donors can help build trust and loyalty, and ultimately lead to higher response rates.
A study found that 75% of respondents feel special when they receive personalized mail. Additionally, targeting customers and donors on a 1:1 level amplifies response rates by 50% or more. Adding recipient names and using full color in direct mail improves response rates by 135%. Adding all of the above and using sophisticated database information improves response rates by up to 500%.
In addition, the NonProfitPro survey found that 70% of people agree that direct mail feels more personal than digital outreach; 56% find it to be the most trustworthy type of marketing. Direct mail can create a cohesive, omnichannel strategy by sharing a link (or QR code) to your website or donation page on your flier, making it easier for recipients to give on their terms.
Optimizing Your Direct Mail Fundraising Approach
Start by setting clear goals and defining your target audience. Use this information to create a targeted mailing list and tailor your message accordingly. Next, focus on design. A visually appealing and easy-to-read mailer will capture recipients’ attention and keep them engaged. Use high-quality images, clear headlines, and concise copy to convey your message.
Personalization is key. Use recipient names and other relevant data to create a more personalized experience for donors. This can help build trust and loyalty and ultimately lead to higher response rates. Consider including a call-to-action (CTA) in your mailer. This can be a simple request for a donation or an invitation to learn more about your cause. Make it clear and easy for recipients to take action.
Finally, track and analyze your results. Use data to evaluate the success of your campaign and make adjustments as needed. This can help you improve future mailings and maximize your fundraising efforts.
Why Choose Ballantine?
At Ballantine, we have more than 55 years of experience in print production and direct mail marketing. We understand the importance of creating a personalized, visually appealing mailer that resonates with your target audience. Our team of experts can help you with everything from design to mailing list creation to tracking and analysis.
We offer a range of printing and mailing services, including postcards, catalogs, booklets, and more. Our state-of-the-art printing technology ensures high-quality results every time. And, with our data-driven approach, we can help you optimize your campaign for maximum success.
Don’t take our word for it – here’s what some of our clients have to say:
“Ballantine has been a great partner for us as we continue to enhance our marketing and fundraising efforts. They have been flexible, responsive, and innovative in helping us achieve our goals.” – Mark, Nonprofit
“Working with Ballantine has been an incredible experience. From the initial consultation to the final product, they have been helpful, knowledgeable, and supportive. We have seen a significant increase in our response rates since working with them.” – Sarah, Marketing Director
Contact us today to learn more about our direct mail fundraising services and schedule a free strategy review. Let’s make 2023 a banner year for your nonprofit or charitable organization.
I'm the Director of Digital Services and Partner at Ballantine, a family-owned and operated direct mail & digital marketing company based in New Jersey. and started in 1966 by my great uncle!