Stop sending me junk mail. It doesn’t work…does it?
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Unless you’re one of these nonprofit organizations, I’m probably not going to open your direct mail.
I posted a comment on a blog yesterday. Claire wrote a two-parter about the best things a nonprofit organizations can do to get prospects and donors to open, read, and respond to direct mail. You can read it here: Clairification. Great post. Great tactics. But as I was reading it, I realized that even if an organization incorporated every single one of her suggestions, I still wouldn’t open it, or if I did, it’d be to see if it was good enough (or bad enough) to make it into my direct mail sample file.
Maybe it’s because I’ve designed, written, and sent hundreds of direct mail/ annual fund appeals over the past 23 years. I can spot whether something is “personalized” versus “personal” a mile away. And frankly, I’m just not interested.
You see, I’ve got my charities. I trust them and consider their work to be an extension of my personal interest in changing the world. That doesn’t mean that I don’t recognize the value of the American Red Cross, Charity Water, Heifer, or Big Brothers-Big Sisters. These are all great organizations that really make a difference. (I’ve also given each of these a token gift or two over the past 10 years.)
But I’ve shifted my philanthropy to focus on organizations that match my personal values, passion, and interests: like the ones in the photo. After reading Claire’s post, I started wondering if I was unique in my philanthropy. Are other people responding less? Or am I an outlier?
So I checked with the Direct Marketing Association. Their 2012 report on direct mail fundraising response rates says that those rates have dropped 25 percent in the past nine years. “I knew it,” I thought. I like being right. But then I kept reading:
“Even though direct mail is less effective in driving response than it was a decade ago, it still is among the best media for generating overall response.”
I also checked with Blackbaud, a provider of software and services to nonprofits. Their 2011 report on giving says:
“Robust direct-mail programs drive up retention and long-term value of online-acquired donors. Other than monthly giving programs, direct-mail programs are the best method for gaining repeat gifts from online-acquired donors.”
Oh well. I guess I was wrong: direct mail does work in 2012, even if the response rate is down a bit. And the more I think about it, the more I realize that direct mail MUST still work. Otherwise nonprofits wouldn’t continue to send so much of it. Would they? And if you’re going to use direct mail, might as well follow best practices, even if you have a little to no chance of making it past MY wastebasket.
What do you do with your junk mail?
Links to organizations I support:
Rotary International, AFS, Friends of McCain Auditorium, K-State Theatre, Manchester College, Metropolitan Opera, Kirkland Museum, Center on Philanthropy, Manhattan Arts Center
Clay Myers-Bowman 
I’m the same way. I only open things from people I know and care about. See? I said “people” not “organizations” – even though it’s a newsletter. It’s about relationships. We are a small non-profit that really needs to reach a wider audience, but I have all but written off direct mail, largely because I don’t respond to it when it reaches my mailbox.
You are exactly right Kay. There are much better ways for a smaller nonprofit to reach out to their audience.
This is great, Clay. It’s a common conversation I have about multi-channel communications, especially as it relates to the generations. Generationally speaking, loyalty to an organization for lifetime giving begins in the thirties. Appeals from new organizations have less of a chance for success in recruiting a new donor as donors age. I wonder how much this may or may not play into the marketing piece.
You are an outlier like many of us… I read direct mail pieces and can’t help but give them a grade in my mind because of the background I have. Pretty funny to see that you have a similar outlook.
Thanks for the outstanding post!
We who work in the field are the most critical, right? I too am at the point where all fundraising direct mail looks the same to me. It takes something really special to catch my eye, unless it’s from an organization to which I am already dedicated–they can send something awful and I will probably still open it because I’m thinking of my personal relationships with the people there.
Ericka, sometimes I only open the stuff that’s horrible just to see how horrible it is on the inside.
I think there are so many ways to attract donors without spammy direct mail. Money is donated based on an emotional connection to the cause, it is not a random act. As marketers, I believe it’s time to get more creative and stop relying on old-school tactics. Great post!
You are spot on. I sometimes wonder if most nonprofits would do better to go door to door looking for donors than sending mail.
Hey Clay! Like your post. And remember, everyone is different. So if you don’t respond to direct mail, that’s YOU (and your ilk). And that’s okay. Direct mail isn’t for everybody (it’s definitely not for board members, so don’t ever run your copy by a board member for review!).
It’s true that response rates are down. When I began in this business a 2% return was considered average/reasonable. Now it’s less than .5%. Still, it’s the best way I know to bring in new donors for many organizations. It’s not worth the investment, however, unless you do it strategically (using strategies as suggested in the Clairification blog post you referenced; thank you!) and put in place strategies to build relationships with these donors once they’ve been acquired. Your first gift costs you money. If you’re going to stop there, don’t bother. But if you recognize this fact, and do your darnedest to build a relationship with your new supporter, then the lifetime value of that donor should be worth the investment.
Thanks for this thoughtful post.
I agree with Claire. We have a new name and new donor program. We wend them a new welcome packet and an opportunity to stop getting mail from us. This can save us dollars if they don’t want mail. We do get some of these cards but not many. We also wait a few weeks to try and call new donors to engage them. We appreciate them. If they stay on the phone and don’t sound hesitate, we then offer other ways to get to know us. We offer tours or give information about upcoming events or campaigns. The whole time we have trained our team to get off the phone if the donor is sounding overwhelmed or hesitant. We don’t want them to close the door to us contacting them again. If we can’t get them on the phone, we may periodically send a postcard thank you or photocard of one of our clients.
I agree direct mail is a great handshake but you need to make the effort to make that handshake worth while.
Dave
Great thoughts Dave. Thanks.