The direct mail packages also offered prospective donors the opportunity to make their gift online using a specific URL so the agency could track those that came to the page from the mail. The direct online prospect responses specific to the URL generated an additional $5,213.00 with 63 gifts for an average gift from those responding via the mail.
As tight budgets squeeze nonproﬁts, integration between online and ofﬂine efforts has moved to the fundraising forefront also included radio, where the Salvation Army : Nonproﬁts’ nascent efforts in digital marketing sponsored the trafﬁc report. have taken on a greater urgency of late, as already “People would hear the campaign on the radio, tight budgets are squeezed even more by the cur- see it on a billboard and go home and see it in the rent economy. As a result, organizations are cutting mail,” says Barber. As a result, the organization’s marketing costs where they can and redirecting income was up 25% last year and new donors their efforts to less expensive digital strategies. increased 28%. Most donations still come in by mail. However, many charities are looking for the best ways to are creating catalogs that show- integrate online with ofﬂine and for other strategies case giving opportunities and encourages potential to improve the ROI for direct mail. donors to choose something as a gift. “It is extremely difﬁcult right now in the non- “In this economic environment, people are think- proﬁt arena, as gifts are pretty much ﬂat,” says ing about doing something more meaningful,” says Janet Granger Happ, manager of healthcare and Robbin Gehrke, SVP, executive creative director education customer marketing for Pitney Bowes. at Russ Reid. “When a donor gives to a charity’s As a result, nonproﬁts are relying on their solid catalog, they are giving from a different share of supporters, reaching out to them with a combi- wallet,” he explains, as they are also using the nation of electronic and direct mail communica- donation as a gift. tions. “Starting off electronically and following up The catalogs typically have the same overall through the mail is the most successful strategy look and feel as any other catalog a consumer for nonproﬁts,” she says. might receive in the mail. The challenge for chari- Because direct mail can be expensive, nonproﬁts ties is to ﬁnd creative ways to package different want their programs to be as efﬁcient as possible opportunities for giving. and often look to e-mail to help make that happen, “Organizations need to be mindful that their says Joe Tyler, CEO at Informz Inc. Increasingly, fundraising expertise will take them half of the way groups will launch a fundraising campaign by when launching a holiday catalog,” says Gehrke. e-mail to test any messaging and see what resonates “The other half is understanding catalog metrics, with constituents. circulation strategy and catalog creative.” The beneﬁts can be signiﬁcant, she adds. The nonproﬁts use e-mail to support average purchase price or donation for a charity cat- their direct mail programs is with a succession of alog is $100. These mailings have even been known e-mail blasts designed to
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