In my last post I wrote about Why You Shouldn’t Give Up on Direct Mail Some nonprofit organizations try to save money by cutting back on printing and mailing, but that could be a mistake if your donors prefer to hear from you by mail.
Printing and mailing also takes more time, which is challenging, especially if you have a small staff.
What can you do? Here are some suggestions.
First, figure out what you should print and mail. I recommend mailing at least four pieces a year. Otherwise you’ll miss reaching donors who don’t or rarely use electronic channels.
In addition, be smart about what you send and who you send it to. If your fundraising letter isn’t generating the revenue you want, you might need to improve the content. You may also be sending it to a weak audience.
Clean up your lists before your next mailing, Check for duplicate and returned addresses. Segment your lists, too. For example, only send your print newsletter to donors or take out lapsed donors and send them a targeted appeal.
Here’s an extreme example of a direct mail fail. Comcast Direct Mail Fail
Increase your printing and mailing budget
Can you budget more for printing and mailing? This is often not as much of a priority as it should be.
If you can’t increase your current budget, find additional sources of unrestricted funding to cover these costs.
With a good color printer and the right software, you can produce materials in house. Be sure they look professional.
Find a sponsor
You could get a print shop to do your invitations or annual report pro bono. It’s good publicity for them.
You often get sponsors for an event. Have a sponsor cover the cost of the invitations, as well.
Put a donation envelope in your print newsletter
You might recoup the cost of the mailing, as well as raise additional revenue. Here’s what fundraising expert Tom Ahern recommends for your print newsletter. The Domain Formula for donor newsletters
Less is more
Your donors are busy and won’t have time to read long pieces. Shorter is better, both to capture your donor’s attention and to save on printing and mailing costs. Stick to four pages max.
Use discounted mailing options
You may be eligible for special nonprofit rates. Special Prices for Nonprofit Mailers You could use standard or bulk mail for items that aren’t as time sensitive, such as newsletters or annual reports. Factor in how long it will take to mail, so your summer newsletter doesn’t arrive in October. Only use first class mail for appeal letters and thank you letters.
Recruit volunteers and other staff to help with mailings
Just make sure they do quality work and don’t slap on crooked mailing labels or write illegible thank you notes.
It’s possible to print and mail without breaking your budget. It does take some planning and prioritizing, but it should pay off if it allows you to connect with more donors.
Photo by Chris Potter at www.stockmonkeys.com