Welcome to B2B Source
Follow us:

Increasing Charity Donations using Direct Mail

Direct mail is a great way of marketing for charities as it’s possible to recruit and retain charity supporters using one medium. A recent article by B2B source stated that direct mail has its advantages over email marketing and is ‘head honcho’ when it comes to fundraising. However, what are the aspects of direct mail that charities need to consider?

Direct mail for Fundraising

charity direct mail

  1. Volume and economies of scale - The return on investment for direct mail depends on the volume of mail you are sending. Direct mail is very much built on economies of scale - the larger your database, the better value achieved. It would not make sense for a charity for fork out £6000 for the creative work if they only have a small following of supporters.

You must also take into account the time taken to recruit new donors. If you work out that it’s costing you £5 a head to recruit a new donor then you will have to spend £50,000 to gain 10,000 new donors. Direct mail can take commitment and dedication to finally pay off as it could take a good 2-3 years to finally see positive results.

  1. Analyse your results carefully and recognise value - Look at the return on your investment with an open mind. If you work out that your mailing campaign has cost you £1000 with four leads gained, two of which convert to business of over £10,000+ then you must see this as a great investment.
  2. Make sure you test as much as possible, tests your mailing list and vary who you are writing to. Test the timing also, the results will vary when sent at different times in the year. Make sure you get the right week by trial and error or by collaborating with charity mailing specialists such as Orbital Charity Dynamics. You can even experiment with different types of creative, making sure to keep adapting and modernising as designs tend to get tired very quickly.
  3. Copy is everything! Make sure your copy is up to the tasks by investing in professional copywriters who know what to mention to get people to put their hands in their pockets. Send a message that you want your potential donors to respond to. Remember to use an emotional proposition as opposed to an intellectual one - people are motivated by their emotions regardless of the facts.

direct mailThere are many other aspects that need to be considered when engaging in direct mail for charities, but get the basics correct and you will find that it’s the best way to recruit and retain charity supporters over the long term.

For more information about charity marketing visit the specialists at www.charitydynamics.co.uk

⇐ Back to Services

Other stories

Think smart with fire safety

Fires are known for the destruction they can leave behind. The pure ferocity of a fire can endanger lives, rip through buildings and even masses of dry lands, making it something to be extremely cautious of. Only by understanding a fire and how it...

Read more...

Ecommerce PPC

A PPC campaign for an ecommerce site can be a difficult task, many ecommerce advertisers battle in the paid search area normally the big budget retailers are the ones dominating the playing field. It is becoming more and more difficult to stand out...

Read more...

Understand your Warehouse Design needs to Beat those out of Stock Disappointments

In the run up to Christmas, many companies will find a need to make additional stock available to satisfy the need of the frenzied buyer. With just a few weeks to go, the public are taking every opportunity to hit the shops either in towns and city...

Read more...