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Month: September 2024

What is Direct Mail?

Posted on by EmMa Matern

KEY TOPICS

What is direct mail?

What is direct marketing?

What is offline vs. online marketing?

Why use direct mail?

What is Involved in Putting Together a Direct Mail Campaign?

What Are the Different Types of Direct Mail?

What are the Different Types of Postage?

 

What is Direct Mail?

Direct mail refers to a type of marketing that is done through the postal service with physical mail. It is distinct from other types of marketing – both physical and digital – and even differs from other types of marketing done through the postal service. There are several subcategories of direct mail, and its uses range across industries and purposes.

What is Direct Marketing?

Direct mail marketing is a type of Direct marketing. Direct marketing differs from other types of marketing in that it communicates directly with a predetermined list of recipients, and tailors a message to them (as opposed to the general population).

For example, if you’re looking to sell pizza, you can probably sell to almost anyone, and your best bet is marketing to the general public with marketing techniques that reach as many people as possible for as little money per impression as possible (an impression refers to an instance of a person seeing your piece of marketing). Marketing tactics for a pizzeria might include giant billboards, TV and Radio commercials, or posting flyers around town.

However, suppose – for example – that you are selling expensive pizza ovens for baking enthusiasts. If you advertise to the general population, 99% of people who see your add would likely not be interested in your offering; perhaps they don’t bake, perhaps they don’t have a backyard to put the pizza oven in, or perhaps they can’t afford it.

That’s why you want to use direct marketing – to make sure that you are only reaching your target audience.

Direct marketing can be more expensive per outreach; building a list and paying for a piece of mail with postage to 1,000 is more expensive on a per piece basis than dropping 1,000 flyers at every door. But it is much less expensive when considering the cost of reaching your targets.

For example, consider the pizza oven example above: Suppose that it costs you 20 cents per recipient to drop flyers at 1,000 random doors, and 990 of them cannot afford your product. You just paid 200 dollars to reach 10 qualified customers, for a total cost of $20 per customer.

If you instead employ direct marketing and build a list of 1,000 qualified buyers who you can be reasonably sure can afford your product, and it costs you $1 per piece of mailing to mail them (5x more than each flyer cost you!), you just spent $1,000 to reach 1,000 qualified customers, for a total cost of $1 per customer (20x less expensive than cost of reaching your customer with flyers).

What is Offline vs. Online Marketing?

As the name suggests, the difference between offline and online marketing is that the latter is marketing via the internet. There are many pros and cons to online marketing, namely that it is very easy to track and attribute the actions of your customers and leads through tools like cookies (of course there are also many associated privacy implications as well as law and regulations to consider). It can also be very inexpensive and easily scalable to market online.

Offline marketing includes such media as billboards, flyers, direct mail, unaddressed mail (sometimes called every door mail), phone calls, door knocks, TV, radio, and any other type of marketing that takes place in the real, physical, offline world.

The biggest pro to offline marketing is that it is simply more effective in most cases than online marketing. For example, while email has an average response rate well under half of one percent, direct mail response rates average around 5%.

It can also be much easier to accurately target customers by mail, phone, and other methods of direct offline marketing than by digital means.

Why Use Direct Mail?

Compared to other types of direct offline marketing, such as telemarketing and door to door canvassing, there are many advantages to direct mail. One such advantage is that you don’t run the risk of not catching the recipient at home, or in the mood to consider your offer. Direct mail can be read at the recipient’s convenience, and can include lots of information and graphics that can be difficult or impossible to deliver in person or on a phone call in real time.

Direct mail affords the opportunity for a meticulously phrased and well constructed offer to be incorporated into a carefully crafted message with an eye-catching design, and inserted into an envelope stamped and addressed with a thoughtfully-targeted recipient’s name and address. It can then be opened, read, and thoroughly considered by the recipient at a time of their choosing, at their convenience, and even over multiple sittings.

In the case of something like a holiday card or a newsletter, it can find its way to the mantle or the coffee table for days or weeks.

It can also include a direct response device, such as a reply envelope or a pledge card, that can be mailed back by the recipient, thus collecting feedback from them without the pressure of an instantaneous decision. That is why so many donors to nonprofit organizations, especially older donors, enjoy donating by mail.

What is Involved in Putting Together a Direct Mail Campaign?

There are a number of elements involved in putting together a direct mail campaign:

Your recipient list

  • The more you can curate your recipient list to include prospects, leads, customers, donors, voters, etc… who would be interested in your offer, the more successful your campaign will be, and the less money you will waste mailing recipients who are not interested.
  • There are a host of tools that you can use to clean and sort your data for mailing to make sure that your mail is received correctly by your recipients and not returned to sender or rejected by the post office. Our team of direct mail experts at Postalgia can clean and sort your list for you to ensure maximum deliverability.

Your message

  • Consider the best way to phrase your message. Whether you’re writing a thank you card to a donor, persuading a voter to vote for you, or trying to boost referrals for your home services company, the way that you structure your message will have a huge impact on your response rate, as will the actual value that you are offering in your letter.
  • What good is your message if it’s addressed to “dear friend” or worse – not addressed at all! You want to leverage your variable data to make your direct mail piece as personal as possible. Another great way to make your message stand out and be personal is to use handwriting on your card or letter, and certainly on your envelope to get it opened. Postalgia uses robots that hold real pens to create the most personal direct mail campaigns.

The Design

  • One of the biggest advantages of direct mail is that you can design your piece to be eye-catching and enticing, seriously enhancing the power of your offer. As long as you are staying within the guidelines of what the postal service will allow, the envelope and its contents are your blank canvass.
  • Postalgia has certified mail design professionals available to work on your next direct mail campaign today, to ensure that your graphic design is not only compliant with postal standards and specifications, but also visually beautiful and effective.

Print and Direct mail finishing

  • Work with a great direct mail vendor like Postalgia to get your mail printed, matched, inserted, sealed, stamped, and mailed.

What Are the Different Types of Direct Mail?

What are postcards?

Postcards are typically small, double-sided cardstock pieces of mail that have both the message and address information on the same card, so that no envelope is required for mailing. They are stamped and dropped in the mail.

What is Enveloped mail?

Enveloped mail is, as the name implies, letters, cards, inserts, newsletters, or any other type of media that is inserted into an envelope. The envelope is addressed and stamped, and the media inside is matched to the envelope to ensure that the right person receives what they were intended to receive.

What is a self-mailer?

A self-mailer, similar to a postcard (and indeed postcards are a type of self mailer), is a piece of mail such as a brochure, a magazine, a catalog, etc… that includes the postage and addressee information directly on the piece, and does not require an envelope.

What is Direct Response Mail?

Direct response mail is any type of mail (typically enveloped mail) that includes a reply device. That can include a pre-addressed, tear-off buckslip that has postage on it, and can become a postcard when dropped in the mail, or a pledge card and a small reply envelope (maybe pre-stamped with postage, or a business reply envelope that includes postage that will only be charged if it is actually mailed). Some direct response mail only includes a phone number, website, or QR code.

What is Stewardship Direct Mail?

Stewardship direct mail is any direct mail whose purpose is to inform the recipient or inspire goodwill in the recipient, without actually asking for anything (as opposed to direct response mail) or including an offer. Examples include holiday cards, birthday cards, thank you packages, new donor or new customer packages, newsletters and impact reports.

What are the Different Types of Postage?

While every postal service has their own type of postage, here are the most common types of postage used in the United States and Canada:

United States Postal Service (USPS)

First class stamp – typically the quickest stamp in terms of time required to get from the post office to the customer. Also a more expensive option for domestic mail. It can be dropped in the mail from anywhere, and will be postmarked at its origin city.

Marketing mail stamp – A little bit slower than first class postage, but also much less expensive. Marketing mail is not postmarked at its origin, but it can only be dropped at a USPS fulfillment center. Mail that uses marketing mail must be sorted, and trayed in special USPS trays, sealed with a cardboard sleeve and strapped. These trays must then be dropped at USPS with the appropriate paperwork. There is a minimum of 200 units to use marketing mail postage.

Nonprofit stamp – Similar to marketing mail, the nonprofit stamp has a minimum of 200 units, and requires sortation, traying, and paperwork. It will not be postmarked, and must be dropped at a USPS fulfillment center. Unlike marketing mail, the nonprofit stamp can only be used by nonprofit organizations that are registered with the postal service and have received a nonprofit number.

Canada Post

First class stamp – Much like its American counterpart, the Canada Post first class stamp does not have any minimums, can be dropped in any mailbox, and is the quickest and most expensive option for domestic mail.

Personalized Mail Indicia – The Canada Post personalized mail indicia is printed onto each envelope, rather than stamped on. It is for orders of at least 100 units, and requires having a registered Canada Post account. It is a bit slower than first class postage, and much less expensive (approximately half the price).

Want to level up your direct mail? Contact us.

Why nonprofits should invest in nonprofit certification for their employees

Posted on by EmMa Matern

Introduction

Investing in certifications for your fundraising professionals can significantly benefit your nonprofit organization. Forbes posted an article that reports the figure that nonprofits have an average employee turnover rate of 19%. It is common for employees to feel that nonprofits don’t pay enough or provide career growth opportunities leading to a low employee retention rate. It is essential for organizations to invest in their staff to sustain team stability so that they feel confident in staying with your nonprofit.

Besides employee retention, certified team members instill greater trust among donors, partners, and stakeholders by demonstrating a commitment to ethical practices and industry standards. These individuals bring up-to-date knowledge and advanced skills, leading to improved performance and more successful fundraising programs.

Key Topics: 
Why Nonprofits should invest in certifying their employees
Nonprofit certifications maintain the well-being of employees
How to get nonprofit certifications

Next read: Nonprofit Education: certification vs degrees in the nonprofit sector 

Why Nonprofits should invest in certifying their employees

Nonprofits should invest in certifying their employees because it enhances the skills and knowledge necessary to fulfill the organization’s mission effectively. Nonprofit certifications give staff the chance to sharpen their skills and learn new things that can make a big difference in how they work, whether it’s running programs, fundraising, or managing the organization. When employees feel supported through professional development, they’re more likely to stick around and be more engaged. Certification also boosts the nonprofit’s credibility, showing donors and partners that the organization has knowledgeable and skilled people at the helm. It can also streamline operations, keeping the nonprofit competitive and efficient. In the end, it’s an investment not just in employees, but in the future success of the organization.

Nonprofit certifications maintain the well-being of employees

Nonprofit certifications help maintain the well-being of employees by equipping them with the tools and knowledge they need to feel more confident and effective in their roles. When employees are better trained, they can manage their workload with less stress, knowing they have the right skills to tackle challenges. Certifications often come with networking opportunities, giving staff a sense of community and support from others in the field. In the long run, certification can help reduce burnout by providing clear paths for growth and ensuring staff feel competent and empowered in their work.

How to get nonprofit certifications

Getting nonprofit certifications typically involves a few key steps:

Research Available Certifications: Start by identifying which certifications align with your goals. Popular certifications for nonprofit professionals include the Certified Nonprofit Professional (CNP), Certified Fund Raising Executive (CFRE), or Nonprofit Leadership and Management certifications. Look for reputable programs offered by organizations like the Nonprofit Leadership Alliance, fundraising associations, or universities.

Meet Eligibility Requirements: Most certifications have certain criteria you need to meet, such as a specific level of education, professional experience, or prior training in the nonprofit field. Check each program’s eligibility guidelines.

Enroll in a Certification Program: Once you’ve found a certification that fits your needs, you can enroll through the organization that offers it. Many programs are available online, while others may offer in-person courses. Programs typically include coursework, exams, or practical experiences, depending on the certification.

Complete the Required Training: Certification programs often require you to complete a series of courses, seminars, or workshops. This might include topics like fundraising, leadership, governance, or financial management. You may also need to pass exams or complete projects.

Earn Continuing Education Credits: After certification, many programs require you to maintain your credentials by earning continuing education credits over time, ensuring that your knowledge stays current.

Get Involved with Nonprofit Networks: Many certifications offer access to a network of professionals and additional resources, so take advantage of these for continued learning and career development.

Next read: A Guide to Nonprofit Certifications

Conclusion

In a nutshell, getting certifications can really give your nonprofit a boost and preserve a high-performing team. They help build your team’s credibility, improve their skills, and make fundraising efforts more successful. Showing that you’re committed to professional growth can keep your staff happy and engaged, which means they’re likely to stick around. With certifications, you’ll also have a leg up in securing funding and partnerships. Ultimately, it’s a smart move that makes your organization more effective and better positioned to make a real impact.

 

Want to level up your direct mail? Contact us.

Winning Political Elections with Handwritten Direct Mail

Posted on by Shay Mamo

Winning Political Elections with Handwritten Direct Mail

Since the deep integration of the internet into our lives the average person sees up to 10,000 ads per day which is up tenfold since the 1970s. In an election cycle voters are inundated with emails, social media ads, and text messages from campaigns.

According to a study by the USPS, 57% of voters found direct mail to be the most impactful form of political advertising in the recent election cycle. 

Handwritten direct mail offers a refreshing and effective alternative that can cut through the noise and capture a voter’s attention with a personal touch not easily ignored. This seemingly traditional method, updated with modern marketing practices, has proven to be a game changer for candidates seeking to connect with voters in an authentic way. Here is why handwritten direct mail can make the difference in political elections.

Key Topics

The Personal Connection

Differentiation in a Crowded Field

Building Trust and Authenticity with Handwritten Direct Mail

Practical Considerations

Next Read: How to Write an Effective Voter Persuasion Letter

The Personal Connection

There is no more of a genuine high effort-to-connect than a door knocking campaign by the candidate herself. However such an effort is often impossible to scale. On the other end of the spectrum is the online ad; low effort but high scalability. Personalised handwritten direct is where scalability and authenticity meet in the middle. It stands out over print mail with its personal touch often without being more expensive. When a voter receives a handwritten letter, the effort-to-connect is tangible rather than just another piece of mass-produced campaign literature. This personal connection can be crucial, especially in local or closely contested elections, where every vote counts.

Voters are more likely to open, read, and consider a handwritten letter than to a generic flyer or email. Candidates often report receiving handwritten letters in return, and handwritten letter campaigns are often shared on social media multiplying their effect. The time investment and effort required to write them makes voters feel valued and respected. This sense of personal connection can be instrumental in building trust and loyalty, key elements in securing votes.

Differentiation in a Crowded Field

Political campaigns are competitive as ever, with candidates vying for attention through increasingly fragmented channels. The 20 minute guest appearance on a primetime talk show may still have the biggest reach, but the three-hour podcast offers a much deeper and more authentic effort to present the candidate. The medium is the message and standing out is essential. Handwritten direct mail offers an authentic medium that when coupled with the right message can differentiate a candidate from the field. While others rely heavily on digital strategies, a personalised handwritten note provides a tangible, memorable touchpoint with voters.

Handwritten letters are a powerful way to connect with undecided voters, especially those tired of the usual campaign approaches. In a world dominated by digital communication, a personal letter breaks through the noise and leaves a lasting impression. It shows a level of commitment and attention to detail that many voters appreciate, making the candidate more relatable and trustworthy.

Building Trust and Authenticity with Handwritten Direct Mail

In politics, trust is everything. Voters want a candidate that is genuine and committed to improve and protect their community. Handwritten direct mail can have a significant impact on building this trust. It conveys authenticity—something that is often lacking in the polished, scripted nature of modern political campaigns.

Handwritten notes signed by the candidate and in her own handwriting can help a voter perceive the candidate as approachable and sincere. Authenticity is often cited by voters as the deciding factor for casting their vote for one candidate. The handwritten note shows the candidate cares enough to personally reach out and this can foster a sense of trust and even loyalty that is hard to accomplish through other media.

Practical Considerations

While handwritten notes have a lot of potential to sway voters and build up a candidate’s reputation, it’s important to use this strategy thoughtfully. Handwritten letters are most effective when the message is concise and relevant to the particular segment(s) targeted in the campaign. Crafting a compelling message and using tasteful artwork are as important as targeting those most likely to vote in the first place. The letter should address specific concerns or highlight local issues, making the voter feel seen and heard.

Logistics also play a role. Handwriting thousands of letters can be time-consuming, but this process can be scaled by enlisting volunteers or using specialized services that maintain the personal touch while handling larger volumes.

Conclusion

Handwritten direct mail isn’t just a throwback to the old days; it’s a smart tactic that can really make a difference in political campaigns. In a world dominated by digital communication, the impact of a handwritten note shouldn’t be overlooked. It creates a personal and genuine connection with voters, helping candidates stand out, earn trust, and ultimately win elections.

Want to level up your direct mail? Contact us.

Nonprofit Education: certification vs degrees in the nonprofit sector

Posted on by EmMa Matern

How can I enhance my nonprofit education?

Enhancing your nonprofit education through certification or a degree offers numerous benefits. These credentials expand your knowledge of nonprofit management principles and current trends while developing crucial skills in areas like fundraising, program evaluation, and strategic planning. They add credibility to your profile, demonstrating your commitment and expertise to organizations. The process often provides valuable networking opportunities, connecting you with peers and industry professionals. This can lead to collaboration and job prospects.

Certifications and degrees can qualify you for higher-level positions and potentially increase your earning potential. They allow for specialization in specific areas such as grant writing or volunteer management, and ensure you stay updated with changing regulations and best practices. Beyond career advancement, these educational pursuits encourage personal growth, boost your confidence, and broaden your perspective on nonprofit work.

Key Topics

What is the difference between a nonprofit certificate vs degree?

Advantages of a nonprofit certificate vs degree

What is the right choice for my nonprofit education: certification or degree?

 

What is the difference between a nonprofit certificate vs. degree?

Nonprofit Certificate

Focus: Provides specialized knowledge and skills in nonprofit management, often focused on specific areas like fundraising, grant writing, or board governance.

Time Commitment: Typically shorter in duration, ranging from a few weeks to a few months.

Cost: Generally, less expensive than a degree program. ($300–$2,500)

Audience: Ideal for professionals already in the nonprofit sector seeking to enhance their skills or for those looking to enter the field quickly.

Outcome: Offers a quick way to gain targeted expertise and may enhance job performance or provide a credential for career advancement.

Read Next: A Guide to Nonprofit Certifications 

Nonprofit Degree (e.g., Bachelor’s or Master’s)

Focus: Provides a comprehensive education covering a broad range of topics related to nonprofit management, including leadership, finance, marketing, and policy.

Time Commitment: Requires a longer time investment, usually 2-4 years for a bachelor’s degree and 1-2 years for a master’s degree.

Cost: Significantly more expensive due to the extended duration and the depth of study. ($30,000–$120,000)

Audience: Suited for individuals seeking a deep understanding of the nonprofit sector, possibly aiming for leadership roles or a career transition.

Outcome: Offers a broad foundation in nonprofit management, opening doors to higher-level positions and potentially leading to greater long-term career growth.

 

Advantages of a nonprofit certificate vs. degree

Nonprofit Certificate 

A nonprofit certification, such as the Certified Nonprofit Professional (CNP) credential, offers several advantages:

Specialized Knowledge: Provides targeted education and skills specific to the nonprofit sector, including leadership, fundraising, and program management.

Increased Earning Potential: Can lead to higher salaries or better job offers as you become a more attractive candidate to organizations.

Networking Opportunities: Connects you with other professionals in the field, providing access to mentorship, collaborations, and job opportunities.

Access to Resources: Often includes access to exclusive resources, such as industry tools, publications, and continuing education, which can support your ongoing professional growth.

Flexibility and Focus: Allows you to gain specialized skills quickly and at a lower cost compared to a full degree, making it an efficient option for busy professionals.

Versatility: Equips you with skills that are applicable across various roles within nonprofit organizations, enhancing your adaptability in the sector.

Practical Experience: Many certifications include hands-on projects or internships, allowing you to apply your learning in real-world settings.

Commitment to the Sector: Signals to employers and peers your dedication to making a meaningful impact within the nonprofit world.

Nonprofit Degree

Comprehensive Education: Provides a broad and in-depth understanding of nonprofit management, including strategic planning, financial management, and organizational behavior.

Leadership Preparation: Equips you with advanced leadership and management skills, preparing you for high-level positions and executive roles within nonprofit organizations.

Research Opportunities: Offers the chance to engage in academic research and contribute to the development of new knowledge and best practices in the nonprofit sector.

Academic Credentials: A degree from a recognized institution adds significant weight to your professional credentials.

Curriculum Diversity: Includes a wide range of courses that cover various aspects of nonprofit work, from policy analysis to marketing, providing a well-rounded education.

Internship and Practicum Opportunities: Often includes structured internships or practicums that offer practical, hands-on experience in real-world nonprofit settings.

Alumni Networks: Provides access to a strong network of alumni who can offer support, mentorship, and, career connections.

Institutional Recognition: Graduating from a reputable institution can enhance your professional standing and open doors to exclusive job opportunities and career advancements.

Foundation for Further Study: A degree can serve as a foundation for pursuing advanced degrees or additional certifications, furthering your expertise.

Holistic Understanding: Helps you develop a deep, nuanced understanding of the nonprofit sector, including its history, challenges, and evolving trends, which can be crucial for strategic decision-making.

 

What is the right choice for my nonprofit education: certification or degree?

Choosing between a nonprofit management certificate and a master’s degree hinges on your personal objectives, previous experience, and availability. To make an informed decision, consider the following aspects:

Experience and Background: Reflect on your existing experience or educational background in the nonprofit sector

Learning Goals: Identify what specific knowledge or skills you aim to acquire in nonprofit management or leadership.

Purpose: Clarify why you are pursuing either a certification or a degree.

Career Aspirations: Determine how each option aligns with your long-term career goals.

Time Commitment: Assess how each program fits into your current schedule and timeline.

Financial Considerations: Evaluate your budget and understand that a higher cost does not necessarily equate to better value.

To gauge the true impact of a program, reach out to graduates who have completed the certification or degree. Their insights can provide valuable feedback on how the credential influenced their careers and help you make a more informed decision.

Conclusion

A nonprofit certificate is best for those seeking quick, focused training, while a degree is ideal for those aiming for a comprehensive education and long-term career advancement in the nonprofit sector.

Enhancing your nonprofit education can really boost your career. It sharpens your skills, adds to your credibility, and helps you stand out. You’ll also get to network with others in the field, which can open new job opportunities. Plus, it can lead to higher-level positions and better pay. It’s a great way to grow personally and professionally while staying on top of industry trends.

Want to level up your direct mail? Contact us.