Non-Profit DM

Here are a few direct mail tips and techniques specifically for non-profit organizations. For more information, contact your Account Manager (current customer) or our New Business Specialist (non-customer).

Non-profit direct mail facts:
  • $5.2 billion (estimated) amount in fundraising driven by non-catalog direct mail in 2010
  • 91% of US non-profits use direct mail (Direct Marketing Association)
  • Make-A-Wish, St. Jude Children’s Hospital and United Way all rely heavily on direct mail
Direct Mail Benefits:
  • Lower initial investment than other forms of advertising
  • Lower cost per $1,000 compared to TV/radio commercials, publication ad placement
  • No spam filter, direct mail is delivered straight to the intended target
  • Stays around longer and stands out – on average, direct mail sits on a desk or coffee table for 3-5 days after being received (How fast do you delete emails, forget web pages or print ads?)
  • Can be signed and returned – very beneficial for membership and donation forms that require physical signatures
  • Can be combine with print, e-mail, online and mobile to be a part of a comprehensive marketing campaign
  • Consistent results – direct mail tend to perform the same each time it’s done (if done correctly)
How to do it better:

Use a Non-profit indicia or Non-profit stamp (with automation)
  • Only 200 piece minimum to use (total, not per zip code)
  • .9 for a non-profit indicia or stamp, .29 for a 4″x6″ postcard with a stamp, .39 for Presort First Class and .44 for first class (stamp)
  • Saving money on postage pays for a lot of printing, stuffing, folding and addressing
Do not hand address, label, fold, stuff, tab or insert ever again
  • We have machines for that which are faster and much more efficient
  • Time is money labor + time occupied + toner + labels = expensive
  • Free your staff, interns or volunteers to do other important work for your organization
Clean your mailing list
  • USPS sees 10 billion pieces of Undeliverable-As-Addressed (UAA) mail per year
  • More than 45 million Americans (14% of population) change their addresses each year
  • NCOA (National Change of Address) Link can correct changed addresses up to 48 months
  • Run NCOA close to mail date to get the latest information
  • Our data department can eliminate duplicate and incomplete addresses – we see this on EVERY list we see
  • Reduce cost of sending mail to people who are not there
  • Get a report of bad addresses (UAA mail) back from us
  • Avoid missing good donors by knowing you missed them
  • “Churn” is the term for missing a willing donor simply by not asking them to donate again
Return Service requested
  • So worth the work to clean your list – Less mistakes = less cost and budget waste
  • Know who you missed and avoid that postage cost of future mailing
  • The Post Office will destroy all UAA non-profit mail that does not request Return Service
Three C’s of addressing
  • Complete – All required elements are present
  • Correct – All elements are accurate
  • Current – most recent is always the best
CASS certification software
  • Standard processing software from USPS
  • Confirms and corrects ZIP+4 codes and carrier route information
  • Necessary for some USPS discounts
Profile donors/supporters
  • Purchase list of new prospects based on demographics of current donors/members/supporters
  • Utilize Variable Data Printing to personalized letters and postcards
  • Use a PURL (personalized web address) for increased impact and customization
Control the timing of your message
  • Blast Campaign (send all at once) only if you can you handle the response volume all at once, if not try a drip campaign
  • Drip Campaign will split up your mail total over multiple weeks or months, allowing for control of response or increase repetition of message
  • Event participation invitations can hit homes on a specific date if planned well
Direct address your direct mail
  • Avoid label retail cost and over buying
  • Avoid labels falling off
  • Clean up the design of you mailer
  • Utilize IMb (Intelligent Mail barcode) tracking and postal discounts – even on return envelopes
Don’t forget about the envelope
  • Utilize the space by printing on the front and back
  • Teaser copy on the outside will promote opening, but you need to keep it simple
  • Keep the text/graphics specific to offer or audience For The Golfer or Coupon Inside
  • Have a clear Call to Action such as See offer inside, Open today, Get your free gift
  • Use a photo or graphic element, easy to interpret visual images are worth a 1,000 words
  • Do not “fake” official or government looking documents, it’s considered unethical by most
Postcard sizes & layout have IMPACT
  • Up to 6″ x 11″ card for same rate, why use a small 4″ x 6″?
  • Use one of the USPS guides in our Direct Mail Starter Kit to make sure your design meets all requirements

Comtech Director of Marketing and Public Relations Kyle Golding has 15 years marketing experience including non-profit work for United Way, Allied Arts, Harn Homestead, Mental Health Association of Central Oklahoma and the OKC Philharmonic.