Direct mail marketing has long been the go-to marketing strategy of most nonprofits. And with good reason: According to the FLA Group, more than 7.5 million Canadians donated to a nonprofit in response to a direct mail piece in 2006.

From traditional sales letters to “thump mail,” nonprofits have untold opportunities to communicate with their audiences through direct mail. Here are a few tips on how to make the biggest impact with each option:

Letters
Letters are the perfect fit for direct mail objectives that require an introduction to a program, vision or mission. They are also frequently used in an annual appeal or other fundraising campaign. Successful direct mail letters are rarely sent alone—they usually include other marketing pieces, like a brochure or a recent newsletter, remit envelopes or a branded freebie like a Bookmark or Button.

Postcards
Great for drawing immediate attention to a message, postcards are great for a wide variety of messages, including promoting an event or as a thank-you note for a recent gift. Postcards don’t rely on recipients opening them to be read; all the information is right there. Some even allow for extra messaging by adhering Sticky Notes or magnets to the outside prior to mailing. Postage for postcards is typically cheaper than for letters and can usually be printed fairly inexpensively. The downside is that postcards have limited space—take care to make messages clear and concise, and don’t go overboard with graphics, colours, text and images.

Booklets, flyers and brochures
Helpful in reinforcing a direct mail letter, booklets and brochures allow for messaging to be expanded and expounded visually. These pieces are great for reaching new audiences, sharing brand messaging, featuring program information or highlighting an aspect of your nonprofit.

Flyers can be standard paper size and mailed alone or with other contents such as a letter. Flyers also are effective as buck slips or fall slips, which are one- or two-sided and about the size of a #10 envelope.

Self-mailers are a cross between a booklet and a flyer but are entirely self-contained and are usually a sheet or two of paper folded together, tabbed and mailed. These pieces can be very versatile, working alone or with other mailings.

Catalogues
Catalogues are for those looking for a way to showcase a wide array of programs in one place. Additionally, these often offer the space to use both text and images to convey messaging.

Dimensional mail
This format describes any direct mail piece that is not mailed as a flat letter or postcard and is typically called lumpy mail or thump mail. This is due to the often irregular shape or noise the package makes when filled with literature and promotional items like Stress Balls or Stadium Cups packed with candy. Use this type of mail to send thank-you notes or interactive event invitations to large donors and board members. While often very effective, dimensional mail requires a larger investment—both in the cost of any items a business sends and in the packaging and postage required to distribute to audiences.

Sometimes businesses will use a variety of these formats in one mailing or as part of a direct mail campaign in order to make the mailings most effective based on target audience segmentations. Paired with an effective message that speaks to the difference your nonprofit is making, your nonprofit is sure to find success in direct mail.

For more information, check out our Blue Paper® Direct Mail Marketing.

Search engine optimization is all about getting found online amidst the seemingly infinite number of websites and pages on the Internet. And, even though government organizations and departments are authoritative sources on community information, it still does not guarantee that those who are looking for your site will find it.
Bottom line:  Not being found online is inefficient—it’s likely to cause staff to answer more phone calls and e-mails with requests for information. Additionally, good websites can be costly and in order to see return on your investment, people need to see it.

So how can your agency achieve strong search engine optimization?
Well, the short answer is that search engines calculate a website’s results ranking based on two components: context and authority.
“Context” depends on how much the page’s content matches what the user is searching for. This directly relates to the site’s text and keywords. “Authority” refers to how much the search engine trusts your website in terms of quality. Frequently visited websites, with numerous other sites linking to them, will have higher authority over their less-trafficked counterparts.

In order to leverage your site’s context and authority, consider these tips:

• Hold a brainstorming session to determine keywords— words or phrases that constituents use when seeking information. Give each teammate a Notepad or All-in-one Mini Notebook to easily write down their thoughts. Make it a game by giving each member of the team that contributes a realistic keyword a turn at the Toss and Win for a chance to win a small prize. Use online tools to help research, too, like the Google AdWords tool. Then, work these words and phrases into the content of your site whenever possible without going overboard. Copy should still make sense and appeal to humans.
• One of the easiest ways to see search engine marketing results quickly is by enhancing your web pages’ titles—especially your home page. Your home page’s “title” is the descriptive text that appears in the very top bar, left side of the browser window when you’ve navigated to the website’s home page. Simply showing “Home” or your organization’s name as the title here is little help—instead, insert a handful of keywords that are the most relevant to your site.
• Search engine crawlers love new content. So do people. The more frequently the content on your organization’s site is updated, the greater the likelihood that your site will be found in a relevant Internet search. Encourage and remind departments to submit updated content on a regular basis. Explain the request and hand out fun items that will serve as future reminders, too, like a Desktop Organizer or Mega Magnetic Clip with the phrase “Content is king!” imprinted on the side.
• Show (and get) some link love. One of the domino effects of producing relevant and timely content on your site is that someone, somewhere is more likely to link to it. Search engines like links because they lend authority. Another way to see this link love is to ask for it from credible sites that mention your organization or complement your efforts. They link to you, you link to them. If they respond to this request, be sure to thank them—send them a nice little token of gratitude, like a Travel Mug or a Computer-Shaped Stress Reliever, for helping position your site.
• Incorporate your own search functionality. Not only will it provide a slight bump in SEO-friendliness, but it optimizes your site for government standards, too. As you may be aware, federal government requires all federal public websites to feature their own search capability as a means to ensure constituents can find the information they are seeking. Specifically, Section 207(f) of the E-Gov Act of 2002 outlines what measures federal agencies must take in order to make their sites findable and credible. Some states have similar laws regarding local government sites—be sure that your site is not only optimized, but optimized in a way that complements these guidelines. Then, you’re creating a win-win situation.

Get found online. Take time to address and enhance your site’s SEO and your constituents will see the results.  Check out our Blue Paper® for more information.

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Search engine optimization is all about getting found online amidst the seemingly infinite number of websites and pages on the Internet. And, even though government organizations and departments are authoritative sources on community information, it still does not guarantee that those who are looking for your site will find it.

Bottom line:  Not being found online is inefficient—it’s likely to cause staff to answer more phone calls and e-mails with requests for information. Additionally, good websites can be costly and in order to see return on your investment people need to see it.

So how can your agency achieve strong search engine optimization?

Well, the short answer is that search engines calculate a website’s results ranking based on two components: context and authority.

“Context” depends on how much the page’s content matches what the user is searching for. This directly relates to the site’s text and keywords. “Authority” refers to how much the search engine trusts your website in terms of quality. Frequently visited websites, with numerous other sites linking to them, will have higher authority over their less-trafficked counterparts.

In order to leverage your site’s context and authority, consider these tips:

• Hold a brainstorming session to determine keywords— words or phrases that constituents use when seeking information. Give each teammate a Notepad or Swanky Notepad and Pen Set to easily write down their thoughts. Or, make it a game by giving each member of the team that contributes a realistic keyword a turn at the Toss N’ Win for a chance to win a small prize. Use online tools to help research, too, like the Google AdWords tool. Then, work these words and phrases into the content of your site whenever possible without going overboard.
• One of the easiest ways to see search engine marketing results quickly is by enhancing your Web pages’ titles—especially your home page. Your home page’s “title” is the descriptive text that appears in the very top bar, left side of the browser window when you’ve navigated to the website’s home page. Simply showing “Home” or your organization’s name as the title here is little help—instead, insert a handful of keywords that are the most relevant to your site.
• Search engine crawlers love new content. So do people. The more frequently the content on your organization’s site is updated, the greater the likelihood that your site will be found in a relevant Internet search. Encourage and remind departments to submit updated content on a regular basis. Explain the request and hand out fun items that will serve as future reminders, too. Like a Desktop Organizer or Document Holder with the phrase “Content is king!” imprinted on the side.
• Show (and get) some link love. One of the domino effects of producing relevant and timely content on your site is that someone, somewhere is more likely to link to it. Search engines like links because they lend authority. Another way to see this link love is to ask for it from credible sites that mention your organization or complement your efforts. They link to you, you link to them. If they respond to this request, be sure to thank them—send them a nice little token of gratitude, like a Travel Mug or a Computer-Shaped Stress Reliever for helping position your site.
• Incorporate your own search functionality. Not only will it provide a slight bump in SEO-friendliness, it was also make your website more user-friendly for your constituents. 

Get found online. Take time to address and enhance your site’s SEO and your constituents will see the results.  Check out our Blue Paper for more information.

Direct mail marketing has long been the go-to marketing strategy of most nonprofits. In fact, according to the Direct Marketing Association, more than 75 percent of marketers from nonprofits and businesses use direct mail.

From traditional sales letters to “thump mail,” nonprofits have untold opportunities to communicate with their audiences through direct mail. Here are a few tips on how to make the biggest impact with each option:

Letters
Letters are the perfect fit for direct mail objectives that require an introduction to a program, vision or mission. They are also frequently used in an annual appeal or other fundraising campaign. In successful direct mail campaigns, letters are rarely sent alone—they usually include other marketing pieces, like a brochure or a recent newsletter, remit envelopes or a branded freebie like a Bookmark or Lapel Pin.

Postcards
Great for drawing immediate attention to a message, postcards are great for a wide variety of messages, including promoting an event or as a thank-you note for a recent gift. Postcards don’t rely on recipients opening them to be read; all the information is right there. Some even allow for extra messaging by adhering sticky notes or magnets to the outside prior to mailing. Postage for postcards is typically cheaper than for letters and can usually be printed fairly inexpensively. The downside, postcards have limited space-take care to make messages clear and concise and don’t go overboard with graphics, colors, text and images.

Booklets, flyers and brochures
Helpful in reinforcing a direct mail letter, booklets and brochures allow for messaging to be expanded and expounded visually. These pieces are great for reaching new audiences, sharing brand messaging, featuring program information or highlighting an aspect of your nonprofit.

Flyers can be standard paper size and mailed alone or with other contents such as a letter. Flyers also are effective as buck slips or fall slips, which are one- or two-sided and about the size of a #10 envelope.

Self-mailers are a cross between a booklet and a flyer but are entirely self-contained and are usually a sheet or two of paper folded together, tabbed and mailed. These pieces can be very versatile, working alone or with other mailings.

Catalogs
Catalogs are for those looking for a way to showcase a wide array of programs in one place. Additionally, these often offer the space to use both text and images to convey messaging.

Dimensional mail
This format describes any direct mail piece that is not mailed as a flat letter or postcard and is typically called lumpy mail or thump mail. This is due to the often irregular shape or noise the package makes when filled with literature and promotional items like Stress Balls or Stadium Cups packed with candy. Use this type of mail to send thank-you notes or interactive event invitations to large donors and board members. While often very effective, dimensional mail requires a larger investment—both in the cost of items a business sends and in the packaging and postage required to distribute to audiences.

Sometimes businesses will use a variety of these formats in one mailing or as part of a direct mail campaign in order to make the mailings most effective based on target audience segmentations. Paired with an effective message that speaks to the difference your nonprofit is making, your nonprofit is sure to find success in direct mail.

For more information, check out our Blue Paper® Direct Mail Marketing.

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If you’ve picked up a medical journal in the last few years, you’ve likely heard about complementary and alternative medicine—an increasing number of health care practices in Canada are offering such care on site as many more patients have come to request it. In fact, data from the Canadian Community Health Survey indicates that one-fifth of all Canadians have used some form of alternative care, and demand for such care continues to grow.

In case you’ve skipped the journals, here’s a quick review. According to academic E. Ernst, who has studied this field extensively, complementary and alternative medicine is defined as “diagnosis, treatment and/or prevention which complements mainstream medicine by contributing to a common whole, by satisfying a demand not met by orthodoxy or by diversifying the conceptual frameworks of medicine. In plain English, this means that the service line extends but is not limited to prayer, aromatherapy, massage therapy, chiropractic care, colour therapy, pet therapy, music therapy, yoga, tai chi, acupuncture and herbal remedies and supplements.

Some organizations have been slow to adopt this type of treatment, mainly because many of the complementary care methods and medicines have not been scientifically studied for effectiveness and in some cases, safety. Some complementary care efforts, like prayer, are extremely difficult to even attempt to study. However, it’s impossible to ignore that demand for these services is growing, which signals a need for health care providers to not just offer such services, but to speak about them knowledgeably in order to answer patient questions and concerns.

If your health care organization offers, supports, or is knowledgeable of complementary care, here are a few tips for ensuring successful integration and promotion:

• Communication is key. Be sure that staff in all patient-facing service lines know what complementary care services are offered. Get the word out by distributing a fact sheet or brochure. Make it stick by including an item that can double for patient promotion, too, like Syringe Pens, Aloe lip balm or clipboards used for paperwork.
• Other materials to have on hand for interested patients and visitors include fact sheets that explain what complementary care is and the risks and benefits involved with many complementary care techniques. There are many resources on the Health Canada website to draw from when creating your materials.
• Offer complementary care items that encourage overall health and comfort, like Fitness Journal or handheld massage tools, in patient care kits or family waiting rooms for patients or family members to take home.
• Develop partnerships with complementary care providers to offer some control over the quality of care given to patients seeking complementary care services not offered in your facilities. Then, create patient information folders with fact sheets and contact information to offer interested patients.

Complementary care is in demand. In knowing what it is, what is safe and what is available to patients, not only are you ensuring their safety, but your organization might very well be positioned as leaders in providing the latest in care options.