Variable Data Printing (VDP) is a form of digital printing that allows text, images, graphics, etc., for each donor’s mail piece, to be completely personalized for them. This personalization is all powered by data. For example, you can print a full program of brochures with the same basic layout (size, paper, etc.), but each individual brochure can have a different color scheme, data, and image(s) which relates personally to your donor.
VDP allows you to customize an entire program of mailings using digital print technology, which you cannot do with traditional printing techniques. With traditional printing, you would typically print a base creative image and personalize the text around that. But with VDP, you can print thousands of unique mailings with personalized creative, giving you the ultimate flexibility in how you communicate with donors. The following are some of the customization options you have:
All variable data printing begins with a basic design that defines the general specifications of the mail piece that will be printed. Next, all variable fields (whether it be text, images, or color schemes) are identified for each donor. This is done by segmenting the data to identify who will receive what variable pieces, and this segmenting is done by coding the data. This allows the mailshop to process which variable items belong to which donor.
Personalization allows a company to relate, communicate, and possibly start a relationship with a prospective donor and to maintain a relationship with a current donor. Those relationships are what turns a one-time donor into a lifelong donor.
Further, one of the best things about VDP is the multitude of benefits it grants you. The following are just some of the things you will gain when using VDP:
And perhaps the final thing you should know about VDP, is that you can use VDP on anything. For instance, you can do variable print member cards, labels, magnets, and much more. There are digital presses available for printing on different types of substrates. VDP is expanding, and you should be a part of it! Reach out to your PS contact if you have any questions about getting started with VDP for your program.
Andrea, PS’ Director of Supplier Relations, has been serving with PS since 2007. Andrea is from Leesburg, Virginia and she enjoys spending time with her husband and her daughter, Samantha. Andrea likes to read and walk, her favorite sports team is the New York Giants, her favorite TV show is anything on Bravo and she loves mail! With over 27 years of experience in our industry, Andrea empowers her team and provides opportunities each day. She fosters a learning environment, defines clear expectations and goes above and beyond to invest in success for PS.