When people think about getting the word out about non-profit organizations, they probably don’t have the term “marketing” immediately jump into their heads. But they should, because what is fundraising if not marketing from a different perspective? Indeed, if you truly want to make direct mail work for your non-profit, there are a few key techniques you can start using right away.
Taking Advantage of the New Era of Non-Profit Marketing
By far, one of the most critical steps you need to take as a non-profit to improve your fundraising capabilities involves diversifying as much as possible. Yes, direct mail is a powerful tool and plastic postcards rule the day. But don’t overlook the opportunities that cross-media marketing brings with it.
You could send out a plastic postcard with a call-to-action that directs potential donors to your website, for example. You could even include information about Venmo, Paypal or other forms of digital payment right on your direct mail pieces so that people can donate as soon as they receive your messages. You can begin the conversation with someone in the world of print but if they want to take it into the digital realm, you need to make it as easy as possible for them to do so.
Along the same lines, you should also be using tracking and analytics software to not only build better donor lists to work from in the first place, but to refine your direct mail campaigns even further. When you partner with an organization like DynamiCard, for example, you can track the progress of your plastic postcards from start to finish. You get reports based on factors like age, income, gender, marital status, whether a household has children and much, much more – all of which you can use to create better, more informed and more organic content in the future. That way, you’re not casting the widest possible net but are instead going after the types of people who are most likely to donate to your non-profit in the first place – thus increasing your chances of success even further.
If you’d like to find out more information about how to leverage targeted mailing and other direct mail tactics to your advantage as a non-profit, or if you’d just like to speak to someone about your own needs in a bit more detail, please don’t hesitate to contact us today.
