How Charities Are Fundraising With Direct Mail

Direct mail fundraising is one of the best ways to increase donations, retain supporters and grow databases. Non-profits depend on money and support from donors to keep an organisation functioning. In this blog we discuss the main ways in which we have worked with charities to help meet their fundraising targets with direct mail in these unprecedented times.

Key issues for the charity sector in 2021

Unsurprisingly, overcoming the impact of the pandemic is the biggest challenge for charities right now. Many charities’ traditional revenue streams have been constricted by the coronavirus outbreak. Lockdowns have forced them to close the doors to their shops and cancel or re-invent their fundraising events to account for social-distancing requirements. Non-profits are currently facing one of the most challenging times. Yet, two-thirds are maintaining their fundraising budgets and are confident their organisation will recover, according to a report by Blackbaud.

• 70% of charities believe that recovering from the impact of COVID-19 will be their biggest challenge over the next three years

• 44% of respondents have reported an increase in online donations

• 83% say their organisation is willing to try new or innovative ideas

• Overall, 64% found virtual fundraising to be a good way to attract new supporters

​Let your supporters know what your organisations current needs are

Is there something specific your organisation needs to purchase? Is there something that needs immediate financial attention? Let your supporters know your needs in a visually and emotionally appealing way. As we have seen over the past 12 months, direct mail is proving to be one of the most effective ways to reach consumers in the ‘new normal’. With more time spent at home, engagement rates with advertising mail, door drops, direct mail and partially addressed mail – have soared. Additionally, because people are spending more time reading their mail, charities have the opportunity to provide more information about their cause.

Maintain contact with your supporters

When you send out direct mail, you are reminding them of your organisation and keeping it in the forefront of their mind. *Did you know, 72% of supporters like to receive something in the post to honour their support? Keeping your supporters informed on what the money is spent on, how it is benefiting the charity, what the plans for the future are, are all great ways of retaining loyal supporters.

Reach out to find potential donors

Targeted direct mail can help your non-profit organisation find potential donors that fit your organisation’s ideal demographics. Some examples of how you can target your direct mail include:

• Geographic Segmentation. This involves targeting customers based on their location, such as region, postcode, neighbourhood, village, town, or city.

• Demographic Segmentation. This involves using characteristics such as age, gender, income, marital status, occupation, or life stage (marriage, parenthood, homeownership).

• Psychographic Segmentation. This involves targeting your audience through attitudes, values, interests, personality, or hobbies.

• Behavioural Segmentation. This involves targeting your audience based on where the prospect is in the buyer journey- are they active customers, inactive customers, frequent buyers, loyal customers, or past customers?

Don’t worry if this seems overwhelming, that’s what we're here for, to help you through the direct mail process and advise you through the journey! We’d love to discuss how we can help your charity with your next (or first) direct mail campaign. Please email us at sales@bpdm.uk or phone us on 01905 621 118.

*Statistical information from Marketscan.co.uk