Direct mail marketing can be a costly endeavor, but it’s also a highly effective way to reach your audience no matter what industry you’re in. If you run a nonprofit, you probably need your limited marketing spend per year to go as far as possible toward helping you reach your goals. You can’t have a penny wasted if you want to make the difference in your mission statement, so how can you make direct mail work for you to access all the benefits and none of the waste?
We’re Integra Graphics Synergy, and we’ve been working with nonprofit organizations for decades to help them reach their audience through print marketing, including direct mail campaigns at every budgetary level. We keep our finger on the pulse when it comes to nonprofit direct mail, and we’d be happy to do the same for you.
Whether you’re looking for a print broker’s help with your direct mail plans or you just want some information on what to bear in mind moving forward, we’ve got you covered. In this piece, you’ll learn about six major best practices for direct mail from a nonprofit:
- Make sure you have an active nonprofit mailing authorization
- Get a nonprofit mailing list together early
- Take a look at some nonprofit direct mail examples in your sector
- Work with a professional print and mail company experienced in direct mail services for nonprofits
- Know your direct mail marketing goal and communicate the action you want readers to take
- Choose an appropriate mailer type for your nonprofit direct mail campaign
- Figure out the appropriate cadence for your nonprofit direct mail
- Stay vigilant to protect each nonprofit direct mail recipient’s data
Follow these eight critical steps, and you’ll be well on your way to meeting and exceeding your own and your team’s expectations for marketing success.
1. Make Sure You Have an Active Nonprofit Mailing Authorization
Did you know you can get lower mailing prices if you get a USPS nonprofit mailing authorization? This is different from a USPS nonprofit mailing permit. It’s free to sign up for an authorization, and as long as you send at least one item per year through the USPS using your nonprofit code, it’ll stay active indefinitely.
2. Get a Nonprofit Mailing List Together Early
Building a targeted mailing list is crucial for the success of your direct mail campaign. Start by consolidating an up-to-date list of donors, volunteers and supporters. Utilizing CRM software can help manage this list effectively, ensuring that your mail reaches the right people who are most likely to respond.
To draw more interest to your organization, consider demographic or behavioral filters that help you zero in on the most likely contributors. If your nonprofit helps with animal rescue, reach out to individuals who frequently shop for their pets or have previously donated to your local ASPCA.
Remember, a well-maintained — and ideally growing — mailing list increases the relevance of your campaign, reducing waste and mailing mistakes and enhancing potential engagement.
3. Take a Look at Some Nonprofit Direct Mail Examples in Your Sector
Seeing what other nonprofits have done successfully can provide valuable insights. Research direct mail examples from similar nonprofits to understand what works and what doesn’t.
Pay close attention to design, message and the call-to-action used in these nonprofit direct mail examples. Learning from the success and failures of others can prevent common pitfalls and inspire innovative ideas tailored to your unique goals.
4. Work With a Professional Print and Mail Company Experienced in Direct Mail Services for Nonprofits
Partnering with experts who understand the nuances of nonprofit mailings can be transformative. Look for a print broker or mailing service that specializes in nonprofit campaigns and can offer guidance on cost-saving practices, postal regulations and effective design strategies. Their expertise can help streamline your process, ensure compliance and maximize the impact of your campaign.
5. Know Your Nonprofit Direct Mail Marketing Goal and Communicate the Action You Want Readers to Take
Every piece of your mail should have a clear purpose, whether it’s to solicit donations, invite recipients to an event, or raise awareness about a new initiative. Clearly articulate the action you want the recipient to take, making it easy for them to respond. Include compelling calls-to-action and ensure that your contact information is prominent and easy to find.
6. Choose an Appropriate Mailer Type for Your Nonprofit Direct Mail Campaign
The type of mailer you choose should reflect the message and action you want to convey. Whether it’s a traditional letter, a postcard, a brochure, or a creative dimensional mailer, the format should help to effectively communicate your message and engage the recipient. Consider factors like cost, postal regulations and the potential impact on recipients when selecting your mailer type.
7. Figure out the Appropriate Cadence for Your Nonprofit Direct Mail
This one can be tricky, but finding the sweet spot between over-sending and under-sending will take your mail campaign from mediocre results to at and above your expected returns.
If you send too many pieces to your recipients, you'll start to see diminishing returns for the money spent. You may even wind up with frustrated donors and see some drop-off in support. We've seen some aggressive nonprofit mailers sent out once or even twice a month, and they've often been met with resistance.
On the other hand, you need to get in front of your donors to stay top of mind, and direct mail proves time and time again that it's more effective than many digital marketing strategies — including email. Once or twice a year might be too little, and you'd likely find some recipients falling through the cracks and backing off in engagement.
At Integra, we've found that a mail piece each quarter tends to be where the magic happens. Not too much budget spent, but not too many months between contact either.
8. Stay Vigilant to Protect Each Nonprofit Direct Mail Recipient’s Data
Data security is paramount, especially when you're dealing with personal information. There's possibly no faster way to lose loyal volunteers and donors than to misuse their data or expose them to privacy and security threats.
Ensure that your mailing practices comply with all relevant data protection laws and that you handle recipient information responsibly. These steps will not only protect your supporters but also build trust in your organization as a steward of their data.
Take Your Nonprofit Direct Mail Campaign to the Next Level
Direct mail can be a challenging marketing process, and nonprofit organizations already face so many hurdles that for-profit businesses don't always face. You might find it overwhelming to try to comply with best practices with your own unique set of recipients, but knowing those best practices is half the battle.
By following the eight steps listed above, your nonprofit can leverage direct mail effectively to reach its goals, ensuring every dollar spent has the maximum impact.
If you'd like to learn more helpful direct mail tips, you may want to check out our article on avoiding common direct mail mistakes. With a combination of best practices and successful navigation around common pitfalls, you'll be well on your way to an outstanding series of mailers that reach your audience exactly where they want to be found.
Ready to put your trust in an organization well-versed in nonprofit direct mail? Let's reach your volunteers, supporters and donors together! Click below to begin your next best mailing with Integra Graphics Synergy.
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