|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.
Booklets, flyers and brochures
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.
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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