Direct mail is not dead

The digital space is crowded. Regardless of permission-based vs. interruption-based channels, there is an overwhelming amount of content and subsequent reader fatigue. How can you add to the marketing mix without another digital “thing?” Direct mail. Yes, it’s still relevant. No, you don’t need to blow your budget on a fancy, glossy brochure. 

Think of an oversized postcard, for example. 11” x 6”. Larger, sticks out in the mail, combined with a QR code, an eye-catching hook, and bold use of your color palette–marketing gold. Direct mail can be an impactful tool for fundraising, recruitment + retention, engagement, event registration, and more. Need some additional justification? 

You are putting information in your audience's hands…literally. No one has to scroll, there’s nothing to click past, and it’ll likely sit on a desk or a counter for a few days. 

The direct mail response rate averages around 5.3%, whereas the average email response rate is 0.1% (Nonprofit PRO). Many, if not most, deep-pocket donors also like direct mail. If your goal is recruitment and/or engagement, assume that many perceived or actual competing organizations are not using direct mail, and this is your leg up.

Personalization goes a long way. From using a donor or prospective participant/donor’s name to tailoring a message based on giving history, you can create a stronger connection and show appreciation. 

Make direct mail work for you: 

Segment your audience: Send targeted messages that will resonate with common needs/desires/behaviors

Get creative: Craft a clear and concise message and highlight the impact of participation or a gift in an aesthetically pleasing way. 

Track and analyze: Use unique QR codes and landing page URLs, so you can accurately measure each campaign/audience. 

While direct mail might not be the only option, it's far from obsolete. By building a winning campaign combining print with digital marketing, you can expand your reach and yield compelling influence.