Stop the slide! Here are a few ideas that can help your donors: How can this be, if you’ve already made a connection and you have their confirmed address information in your CRM system? Unfortunately, donor attrition is a challenge facing many non-profits, and getting worse according to some experts. Once your non-profit has recruited a donor to your cause, what happens next? Do you have a robust donor communications program to deepen your engagement with them? Keep in mind that your budget and schedule also play important roles in how you carry out your plan. Your target audience (more on that below).In your planning, you need to set out a strategy that focuses on: It starts with a process that’s not any different from any other sector or industry. Campaigns for Prospective Donorsĭonor acquisition mail builds non-profits. But direct mail, especially when it’s done well, results in opening donors’ hearts – and checkbooks. Another big finding from Temple: paper ads engaged viewers longer than digital ads did after a week, test subjects showed a greater emotional response and memory for physical adsĮmail and other channels bring their own strengths to the big picture, as we’ll discuss below.Research by Temple University (among others) shows that haptics – the touch and feel of paper – provides a deeper understanding of and engagement with print.According to another survey, 55% of all consumers trust print marketing over any other advertising method.In a survey, 67% of Americans said they still preferred printed materials over digital ones.But why use print for any of them, when digital channels are “free”? Here’s why: Non-profits send direct mail for a variety of purposes. And it achieves this success using data-driven tactics as well as long-standing practices that work for today’s audiences. Direct mail provides another donor touchpoint – and the more touchpoints you have to drive contributions and memberships for your non-profit, the betterĭirect mail for non-profits builds lifetime value.It is physical – a tangible way for non-profits to literally reach out to prospects and contributors.Direct mail still works best for the primary fundraising age groups – Baby Boomers and Gen X.There are a lot of reasons why direct mail for non-profits is still a preferred channel. That means 87% of money is raised from offline channels – like mail. In 2020, 12.9% of fundraising came from online donations, according to the study data. However, according to the most recent (2021 edition) of the Blackbaud Institute Charitable Giving Report, mail is still the most popular way to reach donors to causes and organizations of all kinds. Sure, online channels - websites, email, social, even SMS - grab a lot of attention. When it comes to a difficult task like fundraising, direct mail for non-profits can be a powerful driving force for acquiring, upgrading, and keeping donors and members.
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