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Here’s how charities are using direct mail to boost fundraising efforts
When traditional fundraising activities are severely limited, charities are having to think carefully about the actions needed to plug a projected shortfall in income. With social gatherings likely to be on hold for the foreseeable future, organisations are exploring alternatives to marathons, cake sales and other public events. Instead, fundraisers are turning to direct mail campaigns to reach out to supporters in a continuing effort to encourage contributions and create awareness during times of uncertainty. Here’s how charities are using direct mail to boost fundraising efforts.
Challenges for charities
Charity leaders have warned that income could be affected to the tune of around £4bn as a result of the Covid-19 crisis.
There is no doubt that it’s left fundraisers with a real challenge. Still, there are sources of help available.
The Chartered Institute of Fundraising has some excellent resources dedicated to making the most of direct mail, aimed at charities who may otherwise find themselves limited in their normal fundraising activities.
Meanwhile, the Royal Mail is offering discounted postage on bulk mailings to eligible organisations.
Why use direct mail?
Charities will already be familiar with some of the benefits of direct mail marketing. Research has shown that recipients experience a more emotional connection with a piece of tangible print versus an email (that may or may not get delivered straight to the junk folder).
In fact, 80% of people who took part in a survey into the impact of print advertising said that they could remember seeing or reading a piece of mail sent to them in the previous four weeks.
The same survey revealed that people believe mail suggests something important. A total of 83% said that mail was about keeping up-to-date and 65% agreed that it conveyed “something new”.
In other words, it delivers a charity’s message right where it needs to be – straight into the hands of a potential supporter. A well-timed and well-crafted direct mail campaign is all about keeping the channels of communication open when it is needed the most.
Tips for harnessing the benefits of direct mail
Fundraisers should adhere to some key principles when using direct mail. Campaigns must:
- Comply with data protection regulations and observe advertising codes of practice
- Give supporters the option to opt out of future mailings
- Ensure content is appropriate and decent (especially when dealing with sensitive subject matter)
Here at Pace Print, we work with charities and businesses of all sizes to offer in-house mailing and personalised direct mail campaigns. We provide a complete service from design and pre-press through to delivery and fulfilment. Got a question? Call us on 01905 754554.