Introduction

The need for stringent data security measures has reached unprecedented heights. Organizations are navigating the complexities of modern technology, PacketLabs sheds light on some shocking statistics relating to cybersecurity: in 2022 there were an estimated 2,200 cyberattacks per day, and 71% of organizations worldwide became victims of ransomware at least once in the same year. Amidst this backdrop, Mail Service Providers (MSPs) and Marketing Agencies stand at the forefront of safeguarding not just their own sensitive information, but also that of their clients. In this blog post, we will delve into the vital steps that companies must prioritize to fortify data security, ensuring not only their survival but also their thriving success in a digital era fraught with cyber threats.

1. Employee Training and Awareness

Employee training and awareness are vital for strong data security. Educating all staff about data security details, best practices, and threats like phishing attacks is crucial. Such training empowers employees to identify and thwart cyber threats which can lead to unauthorized access to confidential data.

Consistent training sessions are essential to keep your team prepared for evolving security challenges. These sessions showcase the organization’s dedication to up-to-date security protocols, reinforcing existing knowledge while introducing new measures. Active engagement during these sessions fosters a culture of constant vigilance and adaptability.

Clearly defining roles and duties related to information security is imperative within the organization. This clarity prevents confusion and encourages responsibility. When employees understand their roles, they’re more likely to follow best practices and take proactive steps to protect sensitive data.

2. Regular Security Audits and Assessments

Regular security audits and assessments are vital for maintaining system integrity. They methodically identify vulnerabilities, serving as crucial tools to locate weak points in your digital setup. Once weaknesses are spotted, swift action is crucial to prevent breaches and unauthorized access, reinforcing your defense against cyber threats.

Periodic reviews of systems, networks, and processes continuously detect vulnerabilities and assess adherence to security standards. Aligning practices with benchmarks ensures heightened security and regulatory adherence. These assessments also provide insights into evolving threats, helping your organization adapt proactively to emerging challenges in the digital landscape.

3. Data Encryption

Several critical measures need to be taken to ensure the confidentiality and integrity of sensitive information. One such measure is the implementation of robust encryption protocols to safeguard data both during transmission and when at rest. Encrypting sensitive data in transit is of paramount importance. This involves encoding the data during its journey from one point to another, effectively rendering it indecipherable to unauthorized parties who might intercept it. By employing encryption mechanisms like Transport Layer Security (TLS) for email communication, organizations can guarantee that any information shared over email remains confidential and protected against potential breaches.

Equally significant is determining where client information will be housed. Whether it’s stored in on-premises servers or cloud-based solutions, the chosen location must adhere to stringent security standards. Creating protocols for the secure deletion of client data after their engagement with the organization is another vital facet of data security. Companies need to establish clear procedures for erasing client information from all relevant systems, databases, and backups. This process not only mitigates the risk of unauthorized access post-engagement but also reflects a commitment to respecting clients’ privacy.

4. Patch Management

A centralized approach to patch deployment offers a streamlined and efficient method for managing security updates across various systems and platforms. By consolidating the patching process, organizations can ensure that vulnerabilities are addressed uniformly, reducing the risk of oversight or inconsistent updates.

Prior to deployment, thorough testing of patches is essential to ensure their compatibility and stability within the existing infrastructure. This proactive step prevents the introduction of unforeseen issues that might disrupt operations or compromise system integrity. Rigorous testing helps identify any potential conflicts or adverse effects that could arise from the patch, allowing organizations to address these concerns before the update reaches production systems.

A fundamental aspect of effective patch management involves keeping all software, applications, and operating systems up to date with the latest security patches. Regularly updating and applying security fixes is paramount to mitigating known vulnerabilities and staying ahead of emerging threats. Neglecting to apply patches in a timely manner can leave systems susceptible to exploitation, making them prime targets for cybercriminals seeking to exploit known weaknesses.

5. Incident Response Plan

Business Continuity Plan (BCP) is a critical foundation for organizational resilience. It’s imperative to annually review and update the plan to reflect evolving risks and business needs. This precautionary approach ensures that the BCP remains aligned with current conditions and remains effective in times of crisis.

A well-structured incident response plan is indispensable for effectively mitigating security breaches. This comprehensive plan should outline precise steps to be executed when a breach occurs. Clearly assigning roles and responsibilities to designated team members streamlines response efforts and avoids confusion during critical moments. Regular drills and simulations are essential to validate the plan’s effectiveness and ensure that the team is prepared to execute the required actions swiftly and efficiently.

Regularly rehearsing the incident response plan through drills and simulations is pivotal. These practices fine-tune team coordination and provide a real-world understanding of the response process. As the threat landscape evolves, proactive updates and rigorous testing of the plan are fundamental in maintaining a robust security posture and safeguarding business continuity.

6. Backup and Recovery

A dynamic Disaster Recovery Plan (DRP) stands as a safeguard against potential setbacks. Central to this plan is a well-structured communication strategy designed to address clients who might be impacted by the unfolding situation. This communication plan ensures that all parties involved are kept informed, minimizing confusion and fostering a sense of transparency.

Integral to the DRP’s effectiveness is the routine backup of critical data and systems. By regularly duplicating essential information, an organization can mitigate the adverse effects of data loss. Whether due to human error, system malfunctions, or unforeseen disruptions, having up-to-date backups enables a seamless recovery process that helps maintain operational continuity.

The true essence of data resilience lies in the practice of maintaining offsite backups. These offsite copies serve as a fail-safe mechanism, safeguarding against data loss caused by factors ranging from cyberattacks to hardware failures. Having these backups stored in secure and geographically distant locations ensures that even in the face of localized incidents, data recovery remains a viable option, ultimately reducing downtime and enhancing the organization’s ability to bounce back from adversity.

7. Email Filtering and Anti-Phishing Measures

In the modern landscape of cyber threats, safeguarding email communication is paramount. Employing sophisticated email filtering solutions is a proactive defense mechanism against phishing emails, malware, and malicious content. These advanced tools use intricate algorithms to swiftly identify and block suspicious elements, fortifying an organization’s digital perimeter.

Equipping employees with the knowledge to identify and thwart phishing attempts is equally crucial. Through comprehensive training programs, individuals learn to recognize telltale signs of phishing, empowering them to refrain from clicking on harmful links or sharing sensitive information. Encouraging a culture of vigilance, where employees promptly report suspicious emails, further bolsters the organization’s collective defense against cyber threats.

8. Compliance with Regulations

Staying in alignment with pertinent regulations like GDPR or HIPAA, is essential. Depending on your geographical location and the sectors you cater to, compliance with these regulations is important to safeguard user data and maintain trust. These regulations dictate how personal information is collected, processed, and shared, with stringent provisions to ensure data security and privacy.

Adhering to these regulations goes beyond mere legal obligations – it’s a fundamental step toward ethical data management. To this end, your processes must be meticulously aligned with the stipulated guidelines. This entails implementing data protection measures, obtaining proper consent, offering transparent privacy policies, and promptly addressing user rights requests. Non-compliance can lead to severe consequences, including substantial fines and reputational damage.

9. Regular Security Awareness Training

To fortify an organization’s security stance, continuous employee training is essential. Ongoing security awareness programs ensure that employees are well-versed in emerging threats, cybersecurity best practices, and the criticality of adhering to security protocols.

These training initiatives delve into the latest threat landscape, imparting knowledge on threat prevention and industry best practices. By incorporating simulated scenarios and real-world examples, the learning experience becomes practical and relatable. Employees gain a tangible grasp on how threats manifest and what preventive actions to take.

10. Data Retention and Disposal Policies

To ensure robust data security, organizations must begin by establishing well-defined data retention and disposal policies. These policies serve as guidelines for how long different types of data should be retained and when they should be safely disposed of. By having clear policies in place, companies create a structured framework that governs the lifecycle of their data, from its creation to its eventual removal.

Regularly reviewing and securely disposing of data that is no longer necessary is a fundamental step in maintaining data security. As information accumulates over time, retaining data that is no longer needed increases the risk of a potential data breach. The principle of data minimization becomes pivotal here – organizations should retain only the data that serves a legitimate purpose and dispose of the rest. By doing so, the potential impact of a data breach is significantly reduced, as there’s less sensitive information at risk of exposure.

Conclusion

Data breaches and cyber threats have become commonplace, the responsibility of safeguarding sensitive information has never been more critical for MSPs and Marketing Agencies. By meticulously implementing the ten steps outlined in this post, these entities can create a formidable defense against potential vulnerabilities. From educating staff and clients to adopting advanced security technologies, the path to robust data security demands constant vigilance, proactive measures, and a commitment to staying ahead of the evolving threat landscape. As companies embrace these strategies, they not only protect their own reputation and business continuity but also foster trust among clients, positioning themselves as defenders of digital security. Ultimately, by prioritizing data security, these entities pave the way for sustainable success in an increasingly interconnected and risk-prone digital world.

At Postalgia, we prioritize data security above all else. We recognize the sensitive nature and importance of your data, and we go beyond standard measures to ensure its complete protection. Our security protocols involve robust strategies aimed at preventing unauthorized access and data breaches, ensuring the highest levels of confidentiality and integrity throughout every step of the process.

In a time where the consequences of data breaches can be far-reaching, our dedication to data security goes beyond mere policy; it stands as a commitment to safeguarding your interests. We comprehend that the faith you entrust in us forms the foundation of our relationship. It’s this very trust that drives us to cultivate an environment where your data is housed with the utmost security.

Want to level up your direct mail? Contact us.

Key Topics

Data Protection Regulations

Brand Reputation

Financial Losses

Customer Trust

Intellectual Property and Trade Secrets

Introduction

Amidst the interconnectedness of modern business operations, one critical aspect demands attention: mail vendor security. Verizon released the “2019 Data Breach Investigations Report”, which yielded statistics that are cause for concern.​​ In 2018, 34% of data breaches involved internal participants and 71% of breaches are financially motivated.

In the mail industry mail service providers, mail procurement companies, and marketing agencies who handle sensitive data such as customer health information, donor lists, and home addresses must tighten up their data security. Attacks can come in many forms through malicious email links, hacked passwords, or unauthorized server access to name a few. Once data has been accessed attackers typically demand a ransom or simply sell the information.

As companies embrace digital transformation, the security of communication channels takes center stage. The implications are far-reaching, touching upon legal compliance, brand reputation, financial stability, customer trust, and the safeguarding of invaluable intellectual property. In this age of data-driven decision-making, understanding the five key reasons why companies should prioritize mail vendor mail security isn’t just prudent—it’s essential.

1. Data Protection Regulations

Compliance with data protection regulations such as GDPR and HIPAA demands a meticulous approach to handling sensitive information. What’s interesting is that this responsibility doesn’t end with the organization itself; it extends to the partners they collaborate with, including mail vendors. The concept of third-party responsibility is crucial here. Companies are accountable not just for their own actions, but also for the practices of the vendors they engage. This includes mail vendors, who must align their security measures with these regulations to avoid potential legal consequences.

The motivation for this diligence boils down to one key factor: avoiding penalties. Failing to comply with these regulations can lead to substantial fines and legal actions that can significantly impact a company’s financial standing. Adherence to data protection regulations is not merely a procedural matter but a strategic move to ensure financial stability and maintain a solid reputation.

2. Brand Reputation

A breach in security involving a mail vendor has the potential to wreak havoc on a company’s standing. One of the most critical ways it can hurt is by taking a toll on the reputation of the company itself. Imagine a scenario where customer trust and loyalty start to crumble, all because their personal information wasn’t handled with the care they expected.

It’s not just the trust of customers that’s at stake. Bad news travels fast, and in this age of information, news of a security breach could spread quickly. The aftermath could lead to a wave of negative press, causing significant damage to the company’s public image. What customers think about a company matters a lot. When a company handles their data responsibly and securely, it sends a message that it’s reliable and takes its responsibilities seriously.

Data breaches have become a worrying norm, and a company’s approach to protecting sensitive information has a direct impact on how customers view it. It’s not just about following rules; it’s about preserving a sense of trust, responsibility, and dependability in the eyes of the people it serves.

3. Financial Losses

The repercussions of security breaches ripple through a company’s operations, touching upon various aspects including legal matters, finances, and reputation. These breaches can set off a chain of events, ranging from legal actions and fines to the daunting challenges of addressing the breach’s impact on the company’s financial standing.

There are the legal and regulatory costs. After a breach, the company finds itself navigating a complex landscape of legal responsibilities and regulatory compliance. Then comes the realm of remediation expenses. Handling a breach means diving into the intricate world of digital forensics, aiming to pinpoint how the breach occurred and the extent of the damage. Alongside this, investments are needed for data recovery efforts to minimize data loss. Implementing heightened security measures becomes imperative to prevent future breaches, and these measures often require substantial financial resources.

Security breaches can lead to lawsuits initiated by those whose data has been compromised. These lawsuits can result in settlements that can impose a heavy burden on a company’s financial resources. In essence, security breaches are not isolated events; they carry a multifaceted impact that reaches into a company’s financial well-being. The combination of legal expenses, remediation efforts, and potential litigation makes it clear that the cost of a breach extends far beyond the immediate aftermath, emphasizing the importance of robust cybersecurity measures.

4. Customer Trust

In the realm of business, customer trust is the bedrock on which success is built. Companies are entrusted with safeguarding sensitive customer data, and any lapse in this responsibility can have serious consequences. Failing to ensure the security of vendor communications can trigger a chain reaction, resulting in customer churn and the spread of negative word-of-mouth.

One crucial factor affected is customer retention and loyalty. When a security breach occurs, it shakes the foundation of trust that customers have placed in the company. This loss of confidence can lead customers to question whether their information is truly safe in the company’s hands. Consequently, customers might decide to move on, seeking services from companies they believe can better protect their data.

Effective security practices when it comes to mail vendors can provide a significant competitive advantage. In a crowded marketplace, a company that can demonstrate robust security measures not only reassures its existing customer base but also attracts security-conscious individuals seeking reliable service providers. This forms the basis for the company to stand out from the competition and gain an edge in the market.

5. Intellectual Property and Trade Secrets

Mail holds more than just messages; it’s a vessel for valuable intellectual property and closely guarded trade secrets. But here’s the catch: if security around mail communications is lax, it can open the door for a high-stakes game of intellectual property theft and economic espionage.

At the heart of the matter lies the recognition that mail is often a treasure trove of crucial assets. Confidential information, proprietary data, and the intellectual property that underpins a company’s success are frequently exchanged through mail. These assets are the lifeblood of innovation and competitiveness, making their protection paramount.

The term “economic espionage” might sound like something out of a spy movie, but it’s a real concern. When mail security is compromised, it opens the door for harmful perpetrators to swoop in and snatch up these valuable assets. Whether it’s a competitor seeking an edge or a third party looking to cash in on stolen information, the consequences can be dire.

Conclusion

Within the intricate web of data protection regulations, the safeguarding of brand reputation, the mitigation of financial losses, the preservation of customer trust, and the defense of intellectual property and trade secrets, the imperative of prioritizing mail vendor security becomes resoundingly clear. Compliance with vendor security regulations reflects not only legal adherence but also a strategic measure to ensure financial stability and uphold reputation. The resilience of customer trust rests upon secure vendor communications, with breaches potentially triggering customer churn and negative word-of-mouth. In a competitive landscape, effective security practices surrounding mail vendors not only retain existing clientele but also attract security-conscious individuals, fostering market differentiation. Recognizing that mail carries more than mere messages underscores the significance of guarding intellectual property. Ultimately, a comprehensive approach to mail vendor security is an investment in the integrity, stability, and competitiveness of an organization, solidifying its position in an interconnected digital era where the protection of sensitive information is paramount.

At Postalgia, the utmost importance is placed on data security. We acknowledge the delicate nature and significance of your data, and we exceed conventional measures to ensure its protection. Our security procedures encompass vigorous approaches designed to thwart unauthorized access and data breaches, guaranteeing the utmost confidentiality and integrity at every step of the process.

In an era where data breaches can have far-reaching consequences, our commitment to data security is more than a policy; it is a pledge to safeguard your interests. We understand that the trust you place in us is the cornerstone of our relationship, and it is this trust that compels us to create an environment where your data finds its most secure abode.

Want to level up your direct mail? Contact us.

Introduction

From the nostalgia-driven baby boomers to the tech-savvy millennials and members of Gen Z, each generation has its own unique relationship with direct mail. Between mid-2020 and early 2021, Summit Research undertook an exclusive nationwide study on behalf of the United States Postal Service, who released the Generational Research Report (2020-2021). This study aimed to gain valuable insights into consumers’ perceptions and behaviors regarding household mail and packages over a six-month period. The findings of this study show surprising statistics that display conclusive results that traditional direct mail makes an impact. However different approaches to mail campaigns are required depending on demographics to get the most out of marketing resources. Time is money, so it is important to strategically plan your mail pieces.

Baby Boomers—1946–1964

Baby Boomers are 58 to 77 years old, represent 21% of the population in the United States and hold a significant 70% of the disposable income. Notably, this demographic has a strong affinity for direct mail as a preferred means of communication and engagement. The preference for direct mail over email, particularly for promotional materials, is a common characteristic among baby boomers. Having grown up in a time when direct mail was prevalent, they have become accustomed to receiving physical mail and find it familiar and reliable.

One key factor that appeals to baby boomers is the tangibility of mail. They enjoy the sensory experience of holding and examining physical objects, which adds to their overall satisfaction with the communication medium.Trust is another essential aspect for baby boomers when it comes to direct mail. They may perceive it as more trustworthy compared to digital forms of communication, which can be susceptible to scams and cybersecurity threats. Avoiding technology is common, and they feel more comfortable with traditional methods of communication. Direct mail aligns with this preference, as it allows them to avoid the complexities and potential challenges associated with digital platforms.

The personalization of direct mail, such as handwritten pieces, is also a significant factor in its appeal to baby boomers. Tailoring the content to individual preferences makes them feel valued and recognized, enhancing the overall effectiveness of the campaign.

Generation X—1965–1980

Generation X are 43 to 57 years old, they make up 19% of the US population and have the highest post-tax income of any demographic. They actually outspend millennials by 41% and baby boomers by 18%.

Gen X consumers appreciate direct mail, and they value feeling special, so tailored approaches that make use of thicker papers and unique designs can create a sense of exclusivity and effectively capture their attention. This generation is not easily swayed by generic mass marketing efforts but rather responds positively to mail that speaks directly to their individual preferences and needs.

They display a keen awareness of retargeting strategies. A significant 45% of them can recognize when they receive a retargeted direct mail piece. Consequently, they expect these retargeted offers to go beyond a standard promotion and provide a better deal than what they would have received otherwise. Utilizing retargeting in direct mail campaigns should thus be strategic, showcasing exclusive incentives and significant benefits that clearly surpass previous interactions. To be successful, direct mail targeted at Gen X consumers must convey an enhanced value proposition. This means clearly communicating the additional value they stand to gain compared to other offers or alternative choices. Whether it’s exclusive discounts, personalized product recommendations, or unique benefits tailored to their preferences and lifestyles, Gen X consumers need to see a tangible advantage in responding to direct mail campaigns. Demonstrating how the offer aligns with their specific interests and values can significantly influence their engagement and response rates.

Millennials—1981–1996

Millennials are 25 to 45 years old, making up a significant portion of the U.S. population, accounting for 22% of it. Despite their sizable presence, many millennials face financial worries, with 67% expressing that finances are a frequent concern in their lives. When it comes to their relationship with direct mail, this generation showcases a mix of preferences. While a majority prefer email for communication, a notable 32% still hold a preference for postal mail. 64% of millennials have indicated that they would likely read direct mail, presenting an opportunity for marketers to engage with this tech-savvy demographic.

One crucial aspect for effectively reaching millennials through direct mail is personalization and relevance. As a digitally native generation, they are accustomed to tailored online experiences. If direct mail can replicate this personalization and demonstrate relevance to millennials’ individual needs and preferences, it stands a higher chance of capturing their attention. Customized content that speaks directly to their interests, purchase history, and lifestyle can significantly improve the chances of a positive response.

To fully engage millennials, combining direct mail with digital elements is a powerful strategy. Multichannel integration, such as incorporating personalized URLs (PURLs) and QR codes, can enhance the millennial experience and increase their engagement.

Generation Z—1997–2012

Generation Z, composed of teens and young adults, constitutes a significant 20% of the U.S. population. Despite being a digital native generation, Gen Z surprisingly appreciates direct mail as a marketing channel. Direct mail offers them a unique and tangible experience that texts and emails simply cannot replicate. In a world where digital interactions dominate, receiving physical mail stands out and holds a special appeal for this demographic. The impact of direct mail on Gen Z’s purchasing decisions is noteworthy, with 33% of Gen Z consumers indicating that they are more likely to make a purchase if they see it in the mail.

Gen Z’s innate familiarity with creative tools and their desire for novel experiences make them highly responsive to innovative and eye-catching elements in direct mail campaigns. Brands that embrace innovative and visually appealing designs can better engage with this generation and leave a lasting impression.

In the digital era, omni-channel approaches are essential to capturing Gen Z’s attention. QR codes, for instance, offer seamless integration between physical and digital experiences. Gen Z appreciates such interactive elements, allowing them to engage further with brands through their smartphones and other devices.

Surprisingly, direct mail has become the “dark horse” for this generation. Amid the flood of digital marketing, physical mail stands out as an unexpected and refreshing means of communication, making it a powerful tool for reaching and connecting with Gen Z. By the same token, handwritten pieces hold a unique charm for Gen Z. In a world dominated by automation and digital communication, receiving something handwritten feels personal and authentic, resonating deeply with this generation’s desire for genuine connections with brands.

Conclusion

In today’s rapidly evolving marketing landscape, understanding the unique preferences and behaviours of different generations is crucial for successful direct mail campaigns. Baby boomers’ nostalgia-driven sentiments make them more receptive to personalized and heartfelt messages, emphasizing the importance of connecting on an emotional level. On the other hand, gen z’ tech-savviness calls for interactive and visually appealing designs that capture their attention amidst the digital noise.

The USPS’s Generational Research Report (2020-2021) and Summit Research’s nationwide study offer valuable insights into consumers’ perceptions and behaviours related to household mail and packages. These studies provide marketers with data-driven guidance, helping them develop targeted and effective direct mail strategies. While the digital realm has expanded marketing opportunities, the findings from these studies demonstrate that traditional direct mail continues to hold its ground. By leveraging the tangible and sensory experience direct mail offers, brands can create memorable interactions and leave a lasting impression on recipients.

The value of authenticity is undeniable, and when it comes to credibility, nothing surpasses the impact of mail, particularly handwritten pieces. At Postalgia, we are a forward-thinking, comprehensive mail service provider, utilizing cutting-edge printing technology to transform your campaign vision into a reality. Our seamless process includes designing pieces with QR codes, employing variable data printing, and ensuring your data is clean and accurate. As specialists in handwritten direct mail, we have proven success in increasing open rates and fostering goodwill, maximizing the effectiveness of both current and future campaigns. Get in touch with us today to create mail that not only gets opened but also leaves a lasting impact on your audience.

Want to level up your direct mail? Contact us.

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.

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.

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.

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.

INTRODUCTION

Donor retention is an ongoing campaign, and stewardship is the most important tool to be successful. Major donors have a higher retention rate than small donors. According to FundraisingReportCard.com, donors who give less than $100 have a retention rate of 19.1% and donors who give $1000-$5000 have a retention rate of 31.46%. Many non profits mistakenly think that this is confirmation that they should focus their resources on stewardship of major donors. When in fact they have the cause and effect reversed; the lack of stewardship of small donors is the very reason they have such a high churn rate. The high retention rate among major gifts donors is proof that stewardship works. If non profits were to steward all of their donors at the level they steward their major donors they should expect to see similarly high retention rates across segments often resulting in millions of extra dollars raised.

Article Sections:

1. What is Stewardship?
2. Goals of Stewardship
3. Stewardship on Donor Retention
4. Creating a Stewardship Program
5. Examples of Stewardship Mail

What is Stewardship?

The objective of nonprofit stewardship is to nurture your relationship with donors and community members and the goal is to maintain good retention rates across giving segments. Stewardship is how nonprofits reach out and stay connected to patrons. Behind the scenes, stewardship involves collecting donor data, storing it within a CRM, and establishing a robust donor segmentation system. From the supporter’s perspective it involves many touch points reminding donors about the impact that they’re having, expressing gratitude in a meaningful way, as well as introducing them to the lives that they are touching while supporting the cause.

Goals of Stewardship

To practice good stewardship requires keeping donors informed about the allocation of their donations and giving them satisfaction that funding is being used effectively and efficiently. Following up with a thank you message after donations is an excellent way to show gratitude. Showing gratitude is one of the cornerstones of developing relationships with donors. Stewardship is never ending and should always be in the process of being improved.

Stewardship on Donor Retention

Stewardship is key to retaining donors. Retaining donors is also more cost efficient than gaining new donors. Stewardship takes time, money, and effort but it is worth it. Nurturing relationships with your big as well as your small donors is important. FreeWill.com uses a pyramid to represent the levels of donors, and you can use it as a visual tool to guide your stewardship decisions. At the base of the pyramid (you can think of this as the foundation) are occasional donors, volunteers, and others who help in your community. This level of participants is essential for your nonprofit to work day to day, so stewardship is very important. In the middle are recurring and annual donors, which is where a large portion of your funding comes from. Then at the top are major gift and planned gift donors, which we mention above could have a high return rate. Use this analogy of donors to base where and how much you invest your stewardship.

Another framework is the activist ladder which employs stewardship to elevate volunteers into occasional givers, occasional givers into recurring donors, and recurring donors into major gift givers.

Creating a Stewardship Program

Stewardship is a strategy, so you need to plan a program. Build a robust stewarding team with these key roles: Director of donor relations,  Stewardship officer, Relationship manager. With a strong team performing the shared duties of stewardship, a lot can be accomplished.

Organize your donor data into a CRM system to implement donor segmentation, so you can approach your interactions with members with authenticity. With an organized system of your donors information, you can enforce a system that thanks donors when they give a gift. Keeping the donor pyramid in mind, stewardship efforts can be based on need and the gift size.

Highlight donor recognition. Show gratitude. Make your people feel a part of your organization:

• Curate a portal on your organization’s website that acts as a donor appreciation page that gives members the option to show that they have donated when they contribute to the cause.
• Make sure to refer to donors by their preferred named via their preferred method of communication (eg. phone, mail, email, etc).
• Aim to stay in contact with all donors, even inactive donors.
• Plan to run campaigns that focus on your mission and how donors take part in the cause

Set goals that are achievable. There are a few points to aim for in your stewardship program: 

• Retaining a certain number of new donors based on a specific campaign
• Receiving bigger donations from a specific section of donors
• Having a increased response rate on account of your program

Setting goals are a great incentive for your team to work towards and are also a way of making improvements to your strategy. You can learn a lot from the results and you can change your strategy as you go.

Stewardship relies on communication, so your stewarding team should organize a communication strategy. This strategy should cover when you will contact donors, plan the contents of each communication piece, communicate upcoming events, letting members know about volunteer opportunities, provide concise and well organized program information, and present relevant stories of people who are part of your organization. All donors are important and need different kinds of engagement, so plan to have a specific strategy for lapsed donors.

Examples of Stewardship Mail

Stewardship is a category of communication. To reiterate, stewardship is about nurturing relationships and maintaining donors. It is like a conversation, you are just trying to stay connected and have wholesome interactions with donors. Stay away from asking for donations and remain on the side of gratitude. You can gain authenticity by sending handwritten letters. In a previous article: 10 pieces of mail to send each year, we have highlighted below examples of stewardship mail.

Stewardship Letter: You would send a stewardship letter to them after they have donated, to keep them informed about how their gift is being used. It often includes an impact report, newsletter or other information.

Thank you Card: You should include in your thank you card: A personalized thank you message, an appealing design, a handwritten note, a signature from a real person, and contact information.You should not include an ask of any kind. This is an opportunity to show gratitude and strengthen the relationship between your donor and your brand, not to ask for more money (though don’t be surprised if your thank you note generates a second gift).

Impact report: The purpose of impact reports (which can sometimes take the form of annual reports, quarterly reports, etc…), are to communicate the progress made helping the people or advancing the cause that your organization is supporting.

Lapsed Donor Letter: Remember that inactive donors don’t think of themselves as inactive, they see themselves as having previously donated to the cause. Simply the act of reminding them that their support is needed can be enough to reactivate a critical mass of your lapsed donors. Others may require reasons as to why they should give, and why now. Be sure to include urgency in your lapsed donor appeal, as well as specifics.

Donor Anniversary Card: A donor anniversary card celebrates a past gift, which has the simultaneous effect of promoting gratitude – like a thank you card – and reminding donors that their support is needed – like a lapsed donor letter. One of the reasons that these cards are so effective is that people tend to behave seasonally, and whatever triggered their generosity at this time last year is likely to do so again this year. The focus should be on celebrating your donor for their past gift, while thanking them for their implied future support.

CONCLUSION

Stewardship is about sustaining your relationship with all your donors. Each type of donor plays an important role in supporting your nonprofit organization. Continually investing in and improving your stewardship efforts will have an outsized impact on engagement as well as impact.

Traditionally, stewardship has required a large investment of resources and time, which has made it difficult for smaller organizations and leaner teams to extend good stewardship past a few large donors.

Postalgia strongly believes in giving the major gifts experience to ALL donors employing personalized handwritten mail, which has been shown to re-engage lapsed donors, increase retention rates, and increase gift amounts. Contact us today to discuss your next mail campaign.

Want to level up your direct mail? Contact us.