Sunday, May 9, 2010

'5 reasons for nonprofits to still use Direct Mail'

That was aptly named title of the webinar I presented with the folks over at Artez on Thursday.

Fair play to the gang there for inviting me to deliver on this topic, given that, for the most part their business is focused on the digital world.

On the back of the news I shared the other day, specifically what's really happening in Canada - it would be easy for the doomsayers to say; there's the proof, direct mail has had it.

Not so quickly.

You can click here to see the slides I walked through the other day. Let me summarize my argument 'for':

1 Still a large chunk of the pie.
Despite a drop in income in Canada in 2009, cash income from DM still accounts for 60% of all cash income, and 20% of all income from individuals. Hardly pocket change.

2 Delivering long term valuable monthly givers. We know monthly continues to play a bigger role (growing 9% last year). The average DM recruited monthly donor we are seeing at around $500-$600 net after 3 years. If you can get em' they really are your best friends.

3 Getting close to your donors. DM is the most effective way to get people, on a large scale, to open themselves up and tell you lots about themselves and their motivations. Surveys done to offline donors are around 10 times as effective as other channels. And we know, finding those emotional trigger points positively impacts retention, hence long term value.

4 Working with other channels. Some of the best digital campaigns I've seen have been driven on the back of offline learning's. Case in point was the successful online survey acquisition activity I shared (which recruited over 500 monthly/regular givers aided by insights from the offline world.

Online (and other channels) can also drive DM. A great example of this is the advent of search engine marketing and in particularly Google AdWords. Using online lessons around what people are looking for and responding to can help shape what you do in other media. See earlier post on learning's for charities here.

5 Fueling bequests. The mail plays an enormous role here. Not only in finding the right people that are prepared to 'put their hand up' but as the flow chart I shared displayed in the actual prospecting and conversion process. Huge. Don't lose sight of this.

Remember, the session was not the 5 reasons why nonprofits should just use direct mail. The most successful programs right now are those that ensure a connect between all channels, that talk to each other.

Thanks again to the Artez team.


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