Direct Mail Works

Smart Money Magazine published an article in the June issue with the title “Why Your Mailbox Runneth Over”. The article stated that charities still rely heavily on direct mail as a fund-raising tool. Nonprofits spent $1.8 billion on direct-mail solicitations in 2009.

Pasadena, Calif., marketing consultancy Russ Reid Co. found that fund-raising campaigns with 12 to 18 mailings a year were twice as profitable as those based on just three to six mailings. Donors are surprised when they receive a rapid request for another gift after making a first time donation. The tactic is effective because donors feel the strongest connection with a nonprofit immediately after their first donation.

We can help you put these findings to work for you in your profit or non-profit organization. Even if people say they only want to hear from you a few times a year, they may respond much more when you triple or quadruple the number of times your customers hear from you. What about a plan to send something to your customers very soon after their first purchase? Can we help you with a multichannel communication plan, integrating direct mail and email?

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