How do Charities use Mailings for Fundraising Campaigns?
Not-for-profit companies, such as charities and fundraising organisations often use direct mail to communicate key messages and updates on the latest fundraising appeals. Mail is a valuable communication channel for charities to use as a stand-alone channel or as part of a multi-channel campaign.
With its physical attributes, your campaign has space and the ability to clearly communicate complex or challenging messages, that other channels cannot due to restrictions on space or time allocations in their advertising. Many charitable direct mail campaigns use enclosures to aid the impact of their message. These enclosures can be promotional items, inserts or gifts to incentivise giving, highlight a cause or provide a thank you to the donor.
Your charitable mailing campaign can give your brand more opportunities for creative freedom and using the right data services, could also broaden your audience reach, outside of your traditional donors.
Example fundraising postal communications can include, but are not restricted to:
- Special events such as McMillan coffee mornings
- Thank you letters
- Postcard marketing
- Promotional items or gifts such as enclosed pens, stickers, cards or tote bags
- Awareness campaigns through letters or story-telling example case studies
- Local, Regional or National campaigns
Improve charitable mail campaigns response rates with mail data services
To ensure your campaign is both cost-effective and relevant, your mailing data should be checked that it has been cleansed and is up to date. All elements of your data should be checked, to ensure it’s still relevant and correct. Data should also be compliant, with current data standards. Basic checks should ensure contact details and names are up to date, but additional checks such as recent additions to preference services should also be reviewed, along with any updates for individuals who have opted out of future mailings.
Once you have completed your data checks and you have your final data file, audience segmentation could be used to create different groups with relevant messaging, helping generate better response rates and improve donor loyalty.