As a nonprofit, your goals can be a little different from those of for-profit businesses. Sure, you might sell merchandise and raise money through various fundraisers, but you garner support in a range of other ways and put it to use for your cause.
And since your goals are probably a bit different, your marketing likely is too. But one fact is for sure: Direct mail marketing will still help you achieve your goals, as long as you do it right.
Here, we’ll outline six of the most important goals nonprofit mailing can help you achieve for your organization’s success. These are targets that we at Integra have helped dozens of nonprofits hit through their own unique direct mail campaigns, so we know the same can work for your business.
Along with each major goal, we’ll offer the best tips we’ve learned along the way to boost your nonprofit marketing success through direct mail engagement. Let’s get started!
1. Use Nonprofit Direct Mail to Raise Awareness of Your Organization
First and foremost, you need people to know about your nonprofit before you can start reaping the benefits from the work you’ve put in. Direct mail can help you build general awareness no matter what type of work your organization does.
Some of the most popular ways to reach people via direct mail — including as a nonprofit organization — follow:
In our experience, people tend to be much more open about recommending a nonprofit than they are a for-profit business — probably because they aren’t necessarily vouching for the company’s worthiness to take friends’ and family members’ hard-earned dollars. So when someone sees your mail piece, even if they themselves do not have interest in your mission, they’re more likely to pass the information along.
Integra's tip:
- Reaching a broader audience: Tailor your direct mail pieces to resonate with potential supporters by highlighting the unique aspects of your nonprofit's work. Incorporating compelling narratives about the impact of your efforts can significantly enhance engagement.
Word of mouth travels fast, and that word of mouth can help you build a following and reach the next major goal: volunteer and/or employee recruitment.
2. Attract Employees or Volunteers With Nonprofit Mail Campaigns
Most nonprofits don’t get very far as one-person armies. Even with the best plans and intentions, you can only do so much as a small entity. You need people you can rely on to care about your mission the way you do and help you bring it to fruition.
Namely, you need a staff. Your staff may consist of just a few employees, a whole squad of volunteers or a network of business branches with employees and volunteers.
Integra's tip:
- Strategies for recruitment: Highlighting the opportunities for making a real difference through volunteering or employment in your direct mail campaigns can attract individuals aligned with your mission. Personalized invitations to volunteer events or orientations can further engage potential volunteers.
Once you have a sizable volunteer base in place for your nonprofit — or possibly before, depending on your scheduled goals — you can start working on funding.
3. Garner Donations Through Nonprofit Mailing
This one can be a bit tricky. We’ve all heard people complain about the number of emails and mail pieces they get begging for cash, so you’ll want to steer clear of the spammy vibe if you choose to request donations via direct mail campaigns.
Navigating the delicate balance of soliciting donations without overwhelming potential donors is key. Thoughtful direct mail campaigns can encourage contributions in a manner that feels genuine and impactful.
Integra's tip:
- Encouraging generosity: Focus your messaging on the real-world impact of donations, showcasing success stories and the difference made by previous contributions. This approach helps potential donors see the value in their support, fostering a more meaningful connection to your cause.
With a donations strategy in place, you can further grow your financial resources with fundraisers and branded merchandise, which you’ll need to advertise for publicity.
4. Conduct Fundraisers or Tease Merchandise Via Nonprofit Direct Mail
Fundraisers and merchandise sales are not just revenue streams — they're opportunities to deepen engagement with your supporters. Direct mail can effectively promote these initiatives.
Integra's tip:
- Promotion tactics: Whether you're sending out catalogs of merchandise or providing announcements for fundraising events, direct mail can capture the attention of your audience. Highlighting the benefits of each person's participation, such as supporting a specific project or cause, can motivate action.
If you’ve planned a fundraiser already and need to get the word out fast, you may be worried about your timeline. Use our turnaround calculator below to find out how quickly we could get your project off the press and into mailboxes.
You can craft extra opportunities to fundraise, receive donations and sell merchandise by hosting your own events, and direct mail can help get the word out about any shindigs in the works.
5. Host Events With High Attendee Numbers Thanks to Direct Mail
Events are a cornerstone of nonprofit engagement, offering a platform for direct interaction with your community. Utilizing direct mail to promote your events can significantly boost attendance and participation.
Integra's tip:
- Effective event promotion: Early and engaging promotion of your events through save-the-date notices and detailed invitations can ensure a successful turnout. Direct mail offers a tangible reminder of the event, helping it stand out in the busy schedules of your supporters — sponsors and attendees alike. You can also pair your mailing with an online campaign through a Direct Mail with Intelligence program like SynergyMail.
When you line all the dominos up just right, the biggest, most important one to fall will be the help you offer — just remember to let people know the help is out there!
6. Empower Your Community to Get the Help They Need With Nonprofit Mailing
At the heart of every nonprofit is the drive to make a difference in the community. Maybe your organization helps to feed low-income seniors, or treats and adopts out stray animals in the region. The fact of the matter is that people need to know about it before they can call you about a found cat, or request delivery of a hot meal on a particularly cold day.
Direct mail can play a crucial role in communicating the services and support you offer.
Integra's tip:
- Raising community awareness: Informing the community about your services, from support programs to community initiatives, is essential. Direct mail pieces that clearly outline how individuals can benefit from or support these services will enhance community engagement and support.
With this final gear in motion, your nonprofit organization could be running like a well-oiled machine in no time.
Build a Nonprofit Direct Mail Campaign With Your Top Goal in Mind
Getting your ducks in a row as a nonprofit can be stressful and feel like a never-ending journey. And in some ways, it's true that the journey never ends, but that’s a good thing. The more you can raise awareness, the larger the impact you can have on the community and even beyond.
Many nonprofits ignore the effectiveness of direct mail because it feels like an expensive, perilous journey that may not lead to tangible benefits. But with the right strategies in place and a print and mail professional to help you get it done, you can meet and exceed any of the goals listed above and take your organization to the next level.
While you consider these tips and decide which endeavor is your next big opportunity to go after, you may want to learn about the benefits of working with a print broker, or print management company, for your print and mail output. These professionals may be your best asset in finding low-cost, high-effect direct mail services that reach the right audiences for each goal above.
If you’ve already done your research and feel ready to get your next direct mail campaign moving, you’re welcome to contact the print and mail management experts at Integra Graphics Synergy by clicking below. We look forward to making your goals our own!
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