How Fundraisers Are Tripling Their Campaign Performance

 

INTRODUCTION

Are you ready to revolutionize your fundraising efforts? Discover the power of donor segmentation, personalized messaging, and captivating storytelling to unlock unparalleled success in your campaigns. Engage donors, maximize impact, and foster long-term relationships for your organization. In fact, a recent direct mail handwritten fundraising campaign we did for NYU “beat the control 3 to 1.” And yet another recent campaign done for Combined Jewish Philanthropies of Greater Boston found that “donors who received a personal note gave nearly 29% more than those who did not!” CJP also confirmed that response rate was 8% higher using our product vs the average median response rate of only 4%. Don’t miss out on this opportunity to amplify your campaign reach and maximize your impact!

A/B Test results

Key Topics

1. How do you Personalize Targeted Direct Mail Campaigns?

2. How to Effectively Employ Storytelling in Mail Campaigns?

3. How can Mail Piece Design Improve Campaign Performance?

4. How to Increase Effectiveness of Omni-Channel Direct Mail Campaigns?

5. How to Follow-up a Direct Mail Campaign?

Triple Campaign Performance with Handwritten Mail and Stewardship

1. How do you Personalize Targeted Direct Mail Campaigns?

At Postalgia, we recognize that donor segmentation is the key to successful fundraising campaigns. By tailoring your messages to resonate with each demographic, you can create a deep and meaningful connection with your supporters. Every communication should make your donors feel valued and appreciated. That’s why it is important to incorporate donor-specific information into your handwritten letters. Whether it’s mentioning a previous donation, acknowledging their specific interests, or simply using their name, a personalized approach creates a powerful bond between your organization and its supporters.

It is important to align donation requests with donor preferences and giving capacity. Ensure your team crafts customized donation appeals that are not only compelling but also considerate of each donor’s unique circumstances. Analyze your donors giving histories and patterns to ensure that your requests are tailored to maximize engagement and increase the likelihood of a positive response.

REMEMBER THE YOUNG DONORS!

Developing effective follow-up strategies is crucial when cultivating and maintaining relationships with donors, especially when targeting younger demographics. It is vital not to overlook the potential of younger donors and actively engage them in philanthropic efforts. Encouraging smaller donations and active participation in campaigns, while also providing volunteer opportunities, creates a sense of ownership and pride in their contributions! Incorporating digital elements such as QR codes, online giving portals, and having a social media presence, can make it convenient and accessible for younger donors to contribute and engage with your cause. These strategies enable fundraisers to build lasting connections with younger supporters, ensuring their long-term involvement in fundraising efforts.
young man telling a story

2. How to Effectively Employ Storytelling in Mail Campaigns?

One powerful approach is to create an emotional connection by sharing genuine stories  that evoke emotions and resonate with donors. By sharing narratives that tug at heartstrings, you can create a sense of empathy and inspire action. Whether it’s through personal testimonials, heartfelt anecdotes, or compelling case studies, these stories should showcase the impact of the cause in a way that resonates with donors’ values and experiences.

When it comes to effective communication, authenticity and transparency are paramount. Fundraisers should share real-life experiences and factual information to demonstrate their commitment to transparency. By providing donors with clear and honest insights into the organization’s work, fundraisers can establish credibility and foster trust. Donors want to know that their contributions are making a difference, so it is crucial to communicate the real impact of their support. Presenting clear goals and outcomes is crucial for fundraisers to engage donors effectively. Sharing measurable objectives and progress toward those goals allows donors to understand the tangible difference their contributions can make. When donors see the direct connection between their support and the outcomes they care about, they are more motivated to invest in the cause.

Including personal anecdotes in storytelling helps fundraisers create relatable connections with donors. By sharing stories of individuals connected to the cause, whether they are beneficiaries, volunteers, or donors themselves, fundraisers can humanize the impact of their work. These relatable stories bring the cause to life and allow donors to connect on a deeper level. When donors can see the real faces and experiences behind the statistics, they are more likely to feel a personal attachment to the cause and be inspired to contribute.

Fundraisers should actively seek feedback from donors and share donor stories and testimonials. By inviting donors to share their experiences and perspectives, fundraisers show that their opinions matter. Sharing donor testimonials not only provides social proof but also allows donors to become advocates for the cause. These stories and feedback strengthen the relationship between fundraisers and supporters, fostering a sense of community and shared commitment.

designing a mail piece

3. How can Mail Piece Design Improve Campaign Performance?

When it comes to mail-piece design, fundraisers have the opportunity to create impactful and compelling materials that resonate with donors. To capture your audience’s attention, it is crucial to incorporate visuals that stand out. Whether it’s vibrant colors, striking images, or unique illustrations, the design should immediately catch the eye and pique the recipient’s curiosity. Creating visually captivating designs, increases the chance of mail pieces that get opened and read.

Pairing attention-grabbing visuals with compelling headlines is a winning combination. The headline should be engaging and thought-provoking, motivating the recipient to delve further into the mail piece. It should create intrigue and clearly communicate the purpose of the campaign.

Clear and concise messaging is essential to ensure that the campaign’s purpose and call to action are communicated effectively. Fundraisers should aim to convey the core message in a concise manner, using straightforward and impactful language. By clearly articulating the purpose, fundraisers can ensure that recipients understand the campaign’s mission and know how they can contribute.

Maintaining a consistent visual identity throughout your mail-piece is important for brand recognition and cohesion. Fundraisers should incorporate consistent branding elements such as colors, fonts, and logos in their mail piece designs. Consistency creates a sense of professionalism and trust, reinforcing the organization’s identity and making it easily recognizable to donors.

To make the campaign stand out, fundraisers should incorporate unique design elements that differentiate their mail pieces from others. Creativity and innovation can leave a lasting impression. Whether it’s using unconventional layouts, interactive elements, or incorporating unexpected materials, unique design elements can make the campaign memorable and increase donor engagement.

Visual hierarchy plays a crucial role in guiding the recipient’s attention to key information. Always consider design principles such as size, color, and placement to emphasize the most important messages and calls to action. By creating a clear visual hierarchy, fundraisers ensure that recipients can easily grasp the main points of the mail piece and understand the desired actions.

Readability is essential for effective mail-piece design. Always ensure that the design is easy to read and understand at a glance. Using legible fonts, appropriate font sizes, and clear formatting will enhance readability. By making the content easily accessible, fundraisers increase the likelihood of recipients engaging with the mail piece and taking action.
Discover the power of donor segmentation, personalized messaging, and captivating storytelling to unlock unparalleled success in your campaigns.

typing on laptop

4. How to Increase Effectiveness of Omni-Channel Direct Mail Campaigns?

It is essential to embrace technological advancements rather than resist them. We believe that integrating digital components into your mail pieces can revolutionize your fundraising efforts. By incorporating digital elements into your direct mail, such as scannable QR codes, it provides seamless access to online platforms and makes engagement effortless.

One key aspect of omni-channel campaigns is data integration. Fundraisers can synchronize data from direct mail and digital channels to gain a comprehensive view of donor engagement. By leveraging the data collected from multiple channels, fundraisers can gain valuable insights into donor preferences, behaviours, and interactions. This data-driven approach enables fundraisers to tailor their messaging and strategies more effectively.

Personalized follow-ups are another significant benefit of omni-channel direct mail campaigns. With digital channels, fundraisers can deliver personalized messages based on donor actions. By tracking donor engagements, fundraisers can segment their donors and send targeted follow-up messages that resonate with individual interests and motivations. This personalization enhances the donor experience and strengthens the relationship between organization and donor.

Incorporating scannable QR codes in direct mail pieces is a valuable technique in omni-channel campaigns. QR codes provide a convenient and quick way for donors to access online platforms. By scanning the code with their smartphones, donors can be directed to dedicated landing pages, online donation forms, or specific campaign websites. This integration of offline and online channels simplifies the donor’s journey and encourages them to engage further with the cause.

Handwritten Thank You Card Yellow

5. How to Follow-up a Direct Mail Campaign?

Follow-up strategies are crucial for fundraisers to maintain and strengthen relationships with their donors. Expressing gratitude is a fundamental aspect of effective follow-up. Personalized thank-you letters should be sent to donors, acknowledging their contributions and expressing sincere appreciation for their support. By personalizing these letters, fundraisers can demonstrate the individual impact of each donor’s generosity, making them feel valued and recognized.

In addition to personalized thank-you letters, regular newsletters serve as a valuable tool for keeping donors informed about the campaign’s achievements and future plans. These newsletters can highlight the tangible outcomes made possible by donors’ contributions, reinforcing the value of their support. Sharing impact reports further enhances this effect, providing concrete evidence of how donors’ contributions have made a difference in the lives of those benefiting from the cause. By demonstrating the direct impact of their support, fundraisers can reinforce the donors’ connection to the organization and inspire them to continue their involvement.

To foster ongoing engagement, fundraisers can provide exclusive updates or behind-the-scenes content to donors. This approach makes donors feel like valued members of the organization’s community, keeping them engaged and invested in the cause. Hosting special events exclusively for supporters offers a unique opportunity to deepen their connection to the cause. These events can provide a platform for members to interact with the organization’s team and beneficiaries directly, strengthening their emotional connection and encouraging ongoing support.

Collecting feedback from donors through surveys is invaluable for understanding their preferences, improving the donor experience, and enhancing future campaigns. These surveys provide an opportunity for donors to share their thoughts and suggestions, ensuring that their voices are heard and their needs are met. By actively seeking and implementing donor feedback, fundraisers can strengthen relationships and create a donor-centric approach to their work.

 

CONCLUSION

Successful fundraising campaigns require a targeted and personalized approach that resonates with donors. Compelling storytelling, authenticity, and clear goals are key elements in effective communication. When it comes to mail piece design, attention-grabbing visuals, compelling headlines, and clear messaging make a lasting impact. Omni-channel direct mail campaigns, incorporating digital components and data integration, enhance donor engagement. Follow-up strategies, including gratitude, regular newsletters, exclusive updates, events, and donor feedback, strengthen relationships and foster ongoing engagement. By embracing these strategies, fundraisers can drive meaningful impact and cultivate lasting connections with their supporters.

Want to level up your direct mail? Contact us.

Postalgia Goes to the National Postal Forum!

INTRODUCTION

The National Postal Forum (NPF) is a premier event that brings together professionals from the postal and shipping industry, and this year, we were thrilled to be first-time attendees and exhibitors. We aimed to make a lasting impression with our booth showcasing our innovative handwriting robots. In this blog post, we will take you through our experience at the NPF 2023 and the valuable lessons we learned as pioneers in the personalized direct mail industry.

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OUR BOOTH

As first-time exhibitors, our creative marketing team took great care in designing our booth to make a memorable impression. Our booth’s centrepiece was one of our handwriting robots, perfectly showcasing the essence of our business – infusing a personal touch into direct mail campaigns. Attendees were captivated by the sight of the robot meticulously replicating the art of handwritten mail. The robot’s precision, speed, and flawless execution of penmanship demonstrated the potential for scaling the personalization of direct mail campaigns to new heights. Visitors were not only impressed by the efficiency of the technology but also by the human-like quality of the handwritten letters.

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WORKSHOPS/TALKS 

We eagerly attended the various workshops and talks offered at the NPF 2023. While we were passionate about showcasing our handwriting robots, we recognized the importance of staying up-to-date with industry trends and expanding our knowledge base. We actively participated in workshops and talks centered around direct mail marketing, customer engagement, and emerging technologies. These sessions allowed us to learn from experts, gain insights into market demands, and explore strategies to enhance our personalized direct mail solutions.

BUILDING CONNECTIONS 

The NPF provided us with an incredible platform to connect with like-minded professionals, potential clients, and partners. As pioneers in the personalized direct mail industry, we were excited to share our expertise and build valuable relationships. Our booth and team members drew a steady stream of visitors eager to learn about our services. These interactions allowed us to engage in meaningful conversations, showcase the power of personalized direct mail, and demonstrate how our handwriting robots could transform marketing campaigns. The connections we forged during the event have the potential to foster collaborations and drive the industry forward.

Our COO Leor Mann meeting the Postmaster General – Louis Dejoy

Leor got paid a visit by the Postmaster General, Louis DeJoy! Leor had a conversation about what we do at Postalgia and provided an explanation about our handwriting technology and how our machines work.

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Our CSO Shay Mamo being interviewed by Matt Wolfe from ABC Radio

Shay had the opportunity to speak to Matt Wolfe in a radio interview for ABC Radio about the remarkable impact of handwritten letters in today’s digital age. Shay emphasized that amidst the overwhelming stream of digital messages and ads, a handwritten letter stands out as a beautifully personalized and attention-grabbing communication medium. The interview highlights how Postalgia provides this game changing service of handwritten letters to cut through the noise and leave a lasting impression on recipients.

 

WHAT WE LEARNED

The National Postal Forum provided valuable insights into the future of direct mail marketing, highlighting its continued significance despite the digital age. The event showcased innovative strategies and technologies reshaping the industry, such as interactive mailpieces and omni-channel mail campaigns. It also emphasized the rise of a new generation of marketers, bringing fresh perspectives and expertise in digital integration for personalized campaigns. Our booth grabbed the attention of many attendees because the service we provide was seen as unique and valuable, as it adds an extra touch of authenticity to any mailpiece. The forums emphasized the pivotal role of data collection and analysis in creating targeted and personalized direct mail experiences, enabling marketers to refine strategies and optimize campaign performance. Overall, the National Postal Forum shed light on the exciting future of direct mail marketing, demonstrating its ability to engage customers and drive remarkable outcomes.

 

CONCLUSION

The National Postal Forum 2023 served as an exceptional platform for us to showcase our personalized direct mail solutions with handwriting robots. Our booth garnered a steady stream of visitors, allowing us to demonstrate the influential role of personalized communication in direct mail campaigns. We took advantage of the workshops and talks offered, enriching our knowledge and keeping abreast of industry trends, which in turn helped us refine our strategies. Furthermore, establishing connections with industry peers, potential clients, and partners solidified our position as leaders in the field of personalized direct mail marketing.

The event provided us with an ideal opportunity to engage with a diverse range of professionals, exchange ideas, and learn from experts in the field. The interactions and insights gained at the National Postal Forum will undoubtedly shape our future endeavours as we continue to innovate and push the boundaries as a hand written letter service provider. Overall, our experience at the forum reinforced our commitment to delivering exceptional personalized direct mail campaigns and further cemented our reputation as industry leaders.

Want to level up your direct mail? Contact us.

How DTC Brands are Using Handwritten Letters to Increase Customer Lifetime Value

Key Topics

1. Why are Handwritten Letters Effective with Customers?

2. Can Handwritten Letters Earn Reviews?

3. How can Handwritten Letters Encourage Customers to Make a Second Purchase?

4. How do DTC Brands Write Effective Handwritten Pieces?

INTRODUCTION

Straightforward ways to increase Customer Lifetime Value (CLV) is to decrease the cost of acquiring customers or increase the cart value with add ons.  While costs have been increasing across the board for DTC brands, a more effective way is to turn one time customers into repeat customers. The key is ultimately great customer experience and providing customers with a reason to return time after time. One such way of improving the customer experience and converting a one time customer into a lifelong customer is to show appreciation through customer stewardship like thank you notes or personalized loyalty discounts. These stewardship campaigns can leave a lasting impression on your customers ensuring your brand is top of mind during the next shopping session. According to the Generational Research Report (2020-2021), 71% of consumers feel that direct mail adds a more personalized touch to communication compared to online digital methods. In a digital era where communication has become synonymous with quick and impersonal exchanges, there is a powerful tool that can set your brand apart and forge deeper connections with your customers: handwritten letters. In this blog post, we will explore the unique power of handwritten notes and how they can leave a lasting impression on your customers. From expressing gratitude and appreciation to cultivating loyalty and driving repeat sales, handwritten letters offer a personal touch that digital communication often fails to achieve. So if you want to make a lasting impression on your customers, put down the keyboard and pick up a pen. Or better yet, we’ll pick up the pen for you!

How Handwritten Letters are creating lifelong customers

1. Why are Handwritten Letters Effective with Customers?

The rarity of receiving handwritten letters has become a notable phenomenon. Amidst the abundance of emails, text messages, and digital communication platforms, a handwritten letter has become a cherished relic. Handwritten pieces possess a unique power to develop emotional connections with customers, leaving a lasting impression that digital communication often fails to achieve.

The act of handwriting itself exudes effort and thoughtfulness, showcasing a level of care that resonates with recipients. When a customer receives a handwritten letter, they can immediately sense the sincerity and authenticity behind it. This tangible expression of effort stands out, allowing companies to differentiate themselves in the eyes of their customers.

Moreover, the rarity of handwritten letters enhances their impact. With inboxes flooded and notifications pinging constantly, the world is experiencing a digital fatigue. In contrast, a handwritten letter holds a higher chance of being opened and read, captivating the recipient’s attention in a way that digital messages struggle to achieve nowadays.

Beyond practicality, handwritten letters tap into a sense of nostalgia, evoking a bygone era when communication was more personal and meaningful. By receiving a handwritten letter, customers are transported back to a time when people made the effort to craft their words by hand. This nostalgic element adds a layer of sentimentality, fostering a deeper bond between the company and its customers.

Pleased customer at computer

2. Can Handwritten Letters Earn Reviews?

Product reviews are a key driver to increased sales. They demonstrate social proof while increasing purchase confidence. Getting existing customers to write genuine reviews is one of the most valuable goals a DTC brand can set. To codify this in the company’s mission setting review percentage as a KPI is recommended. One very effective way to get a customer to take the time to write a review is to send them a handwritten letter. The time it takes to write a handwritten letter conveys that the ask for their time was done in the spirit of reciprocity.

Within the letter, specifically express your appreciation for their recent purchase, highlighting how it has made a positive impact. Emphasize that their support is vital to the growth and success of your business. Share a brief anecdote or mention specific details that demonstrate your attention to their needs and satisfaction. This personalized approach shows that you genuinely care about their experience and encourages them to reciprocate by leaving a review to continue to support your brand.

By reaching out to customers with a personalized message, you not only enhance the chances of receiving a positive review but also encourage repeat sales as customers feel valued and connected to your business. Embrace the beauty of handwritten letters and watch as they strengthen your customer relationships and drive your business forward.

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3. How can Handwritten Letters Encourage Customers to Make a Second Purchase?

In today’s dynamic business landscape, cultivating customer loyalty is paramount to DTC brand’s success. A handwritten letter allows you to go beyond a simple “thank you” email and provides an opportunity to convey a heartfelt message. By recognizing the customer’s patronage and acknowledging their role as a loyal client, you strengthen the bond between them and your brand.

To further enhance the customer’s experience, consider offering a personalized discount code for their next purchase. By tailoring the offer to their specific preferences or past buying behaviors, you demonstrate that you genuinely care about their needs. You can also suggest complementary products or services that they may find appealing. By sharing these exclusive details, you create a sense of exclusivity and make the customer feel like a valued insider, increasing the likelihood of them making a repeat purchase.

 A notion to keep in mind when personalizing your outreach is to stay behind the “creepy-line”. You want to use your customer’s data as a guide in your campaigns that target your customer’s general interests. The goal is to recommend products/services that could be of interest to your clients and avoid invading their privacy.

 

4. How do DTC Brands Write Effective Handwritten Pieces?

When it comes to handwritten letters, personalization is key to making a lasting impact on your customers. By including specific details about the customer or their purchase, you demonstrate that the letter was crafted just for them. In this section, we’ll explore how to create a personalized and engaging handwritten letter that conveys warmth and gratitude.

Keep the letter brief and to the point, while still infusing it with language that is inviting and appreciative. Customers respond well to a genuine and concise message that acknowledges their importance to your business. By using a friendly and conversational tone, you create a welcoming atmosphere that sets the stage for a positive customer experience.

Addressing the customer by name is crucial in establishing a personal connection. Reference their previous purchase or interaction with the company to show that you remember and appreciate their support.

 

For example

 “Dear [Customer’s Name], we wanted to extend our sincerest thanks for your recent purchase of [Product/Service].”

 

Customize your handwritten notes using a CRM that stores and organizes your customers’ data.

To add that extra personal touch, include specific details that relate directly to the customer. Mention how their purchase has made a positive impact in the growth of your company or how their feedback has helped shape your products or services. This attention to detail shows that you genuinely value their contribution and makes the letter feel truly personalized.

In terms of presentation, prioritize legibility by using clear handwriting and properly spacing out the text. You can use this contrast checker to ensure that your colors, fonts, and font sizes are accessible. A well-structured and easy-to-read letter enhances the customer’s reading experience and ensures your message comes across clearly. Avoid grammatical errors or spelling mistakes, as they can detract from the professional image you seek to uphold.

Instead of relying on digital signatures or stamps, take the time to personally sign each letter, or better yet, let us handle that for you and pen your actual signature on your handwritten pieces. This small act goes a long way in adding an extra touch of authenticity and personalization. Your signature serves as a visual reminder that a real person took the time to connect with the customer, fostering a sense of trust and appreciation.

Be mindful of timing. Aim to send the letter within a few days of the customer’s purchase or interaction with the company. Promptness demonstrates your commitment to customer satisfaction and keeps your brand top of mind.

 

Tips

  • Use a genuine and concise message with a friendly and conversational tone to acknowledge the importance of customers to your business
  • Establish a personal connection by addressing customers by name and referencing their previous purchase or interaction (without crossing the creepy-line)
  • Prioritize legibility and presentation by using clear handwriting, proper spacing, and ensuring accessible colors and fonts
  • Speed and timing is key when sending a gratitude letter
  • Add an element of authenticity to your pieces to make them stand out and be remembered.

 

CONCLUSION

The power of handwritten letters lies in their ability to forge deeper emotional connections with customers, standing out amidst the digital communication overload. The act of handwriting itself showcases care and thoughtfulness, instantly conveying sincerity and authenticity. Handwritten letters tap into a sense of nostalgia, transporting recipients to a time when communication was more personal and meaningful. This personal touch not only strengthens the customer relationship but also nurtures consistency and trust. By expressing genuine gratitude, acknowledging their individuality, and offering personalized discounts or suggestions, handwritten letters become a vehicle for driving customer engagement and repeat sales. Balancing personalization with respect for privacy ensures a positive and respectful customer experience. Let’s pick up our pens and create heartfelt connections that leave a lasting impression, reminding customers of the genuine care and appreciation we hold for each and every one of them.

Want to level up your direct mail? Contact us.