Direct mail has always been an important aspect of charity fundraising and supporter relationships.
But how sure are you that your charity direct mail campaigns are working effectively? We’ve been asked this question by quite a few of the charities we work with, and since we always like to do our research, we’ve taken a deep dive into the world of statistics and figures for charity direct mail.
So, if you’ve ever wondered about the numbers behind your heartwarming donation letters or the impact of your non-profit organisation’s latest mailing campaign, you’re in the right place.
At Pen Written Post, we’re all about blending the personal touch of your charity work with the professionalism of data-driven insights. From response rates to understanding how donors engage with direct mail, we’ll be breaking down the stats that matter most to your fundraising efforts.
Why charities choose the personal touch
According to a recent survey of 200 fundraisers, direct mail remains the top channel for bringing in donations, with 80% revealing that mail is a crucial part of their funding campaigns.
Why is this?
Well, the stats show that personalised mail and handwritten-style letters are welcomed in the home and are often kept and revisited an average of 4 times. It’s a pretty powerful way to get your fundraising message out there and into the hands of potential donors.
The power of personalisation
“Dear valued supporter” *shudder*.
It always makes us cringe when a charity doesn’t know their ‘valued supporters’ names.
But with hardly any effort, personalising your handwritten-style letters helps to bring the receiver a little closer to the charity’s mission and goals.
Recipients of personalised handwritten-style direct mail also perceive that more effort has gone into contacting them, and this encourages them to want to be part of your story – and when people feel appreciated and included, they are much more likely to respond.
Technology and direct mail
Everyone wants to feel valued, and the latest technology in the world of direct mail is enabling charities to target supporters better than ever before.
Clever tech can do all the hard work for you, from producing handwritten-style letters that are as authentic as the real thing (in a fraction of the time – without the aching wrist!) to putting your brand in front of your donors at the stroke of a pen.
How to use direct mail to communicate with supporters
The strength of personalised direct mail lies in its ability to build and strengthen relationships. Here are just a few ways in which direct mail can integrate with your wider marketing efforts:
- Welcoming a new supporter
- Regular updates on the charity’s progress
- Monthly newsletters
- Invitations to take part in activities and events
- Thanking people or their donation
- Asking for support or donations
Your supporters are the heart of the cause, and it’s crucial to show them some love for their generosity.
There’s nothing quite like a sincere, timely welcome or a heartfelt thank you note to make a big impact. Direct mail works particularly well when timed with milestones in the supporter journey—think donation anniversaries—to let the donors know just how much they are appreciated.
Eco-friendly charity direct mail
Isn’t direct mail paper-heavy? Not if it is done responsibly.
It’s always been super important for us to think about the environmental footsteps we leave behind with our mail campaigns, which is why we only use recyclable paper.
Highly targeted mail ensures that communications reach the right hands too, so we’re not sending mail into the wrong hands where it’ll end up in the bin. By getting the segmentation right, we can help to cut down on waste and make sure your important message really counts.
Understanding the responsibilities of charity direct mail
We take our responsibilities as an ethical direct mail company very seriously, and any communications should comply with the fundraising code of practice set by the Fundraising Regulator in the UK.
Here are a few key pointers when considering your messaging:
- All fundraising communications must be transparent, honest, and accurately represent the charity’s aims and use of funds.
- Clearly disclose your charitable status, registration number, and contact information.
- Charities should ensure that they comply with data protection laws, such as the General Data Protection Regulation (GDPR) when collecting, storing, and using donor information for advertising campaigns.
- Charities should comply with the guidelines and regulations set by relevant regulatory bodies, such as the Advertising Standards Authority (ASA) and the Fundraising Regulator.
Now you know the stats – it’s time to get started…
If you’re looking to engage with new and current supporters to improve engagement, build loyalty, and generate more donations, then get in touch with the friendly family-run team at Pen Written Post.
We can help you deliver personal experiences and value by forging meaningful connections with your supporters and building long-term success.
You can get tactile and feel the quality of our handwritten-style notes, letters, and greetings cards yourself, as we’d like to offer you a free sample pack – we’ve got a feeling you (and your donors) will love what you see!
PS: It’s good to know that we’ll beat any like-for-like quote too.
Source: Marketreach Power Of Mail For Charity Fundraising
