Many nonprofits are looking to mail smarter, especially in our current climate of uncertainty coupled with rising print and postage costs. In some cases, that may mean mailing less, either through careful list segmentation or potentially culling lapsed or expired donors. However, in other instances, “smarter” means they are searching for something fresh and different to help grow their donor file: enter the acquisition package. Which begs the question; what IS working for today’s direct mail acquisitions? Here are a few options worth a test:
This is not to say that tried and true packages are not performing. Along with these tests, we are still observing a heavy rotation of the 9×12 wrapping paper package, bookmark packages, postcard packages and an array of perf-out membership cards. Full color OEs, closed face, window and double windowed envelopes are still in circulation.
Now, digital acquisition is a whole other ball game! With the digital world growing and donors constantly interacting online, it only makes sense to target your audience there too, right? From a digital perspective, here are our top strategies for focusing in on acquisition:
Optimize user experience on your website.
This strategy is all about deepening engagement with the people whose attention you’ve already captured. If I’m on your website for the first time, put your best foot forward to invite me to sign up to your communications or even donate.
In digital acquisition, the highest ROI is generally seen when aiming for lead generation, rather than adding new donors straight to your file.
While the strategies for acquisition in direct mail may differ from digital marketing, it is imperative to implement integrated multi-channel campaigns. Reach out to the team at Production Solutions today to find out more on which acquisition tactics can help you engage more donors and ultimately earn more for your cause!
Seth has over 15 years’ experience helping causes use technology to connect with supporters and succeed. His experience includes digital marketing, fundraising, strategic consulting, project management, writing, grassroots organizing, and CRM/SaaS technology adoption. Along the way he has been privileged to work with national and local nonprofits, trade associations, citizen advocacy groups, political campaigns, technology startups, and Fortune 100 corporations. He lives with his wife and two children in Williamsburg, VA.
Meredith, a passionate team player, is a Business Development Director serving PS since 2018. Meredith has over 20 years of experience in graphic design and print, and over 10 years of experience in the direct mail and nonprofit industry. Meredith has a determination to ensure that each of her clients have an impeccable service experience. Her kindness and humor, and her ambition for investing in success are just some of the reasons why Meredith promotes such value in the PS family.
Hailing from Centreville, Virginia, she loves spending time with her family, traveling, and is an Orange Theory Fitness devotee. Her favorite holiday is Thanksgiving and she has a love-hate relationship with her minivan!
Avi is an expert digital marketing and technology strategist with over ten years of experience producing digital campaigns, engagement strategies, websites, and complex applications for nonprofits and social causes. He has led successful projects with nonprofit clients including American Red Cross, Ceres, Union of Concerned Scientists, Hillel International, Auburn Seminary, and others. Avi is interested in how organizations can invest in creative content and analytics to maximize digital, mobile, and social engagement. He has presented for the Nonprofit Technology Conference, BridgeCon, TechSoup, and the Social Media for Nonprofits Conference. He lives and explores in Washington DC with his wife Rella and son Ronen.