Mail can be used in many ways to deliver different requirements for charities. It can be fast turnaround for emergency mailings; it can be engaging to build awareness of brand and fund-raising campaign and it can directly request donations for specific campaigns.

And right now, with many of us staying at home to keep people safe, it’s a great time to use mail to reach your audience, as Ian Gibbs talks about in his blog here . Ian highlights that – According to a fusion of TGI and JICMAIL data from 2019, those who use the internet to work from home show above average interaction rates with both direct mail (4.3 times a month per mail item) and door drops (3.1 times a month).

So mail fulfils many roles but what other elements should be considered? We looked at the research to see what people are doing with direct mail from charities. The insight helps to show how to use mail to get the desired response.

Some actions with mail are relatively common across all age groups

Looking at data from JICMAIL, you can see some actions are fairly common across all age groups, including opening and reading/looking/glancing at it (Chart 1).

But younger audiences put it on display

What’s even more interesting to see is that households with younger audiences have a high propensity to put aside to look at later and a very high incidence of put on display (Chart 1).

This suggests it’s really important to make sure it is easy to see your brand and campaign, particularly when charity mail stays in the home for a week on average1.

Different age groups perform different commercial actions with mail

When we look at commercial actions, these vary strongly depending on age group. The 45 – 54 year old age group records a high incidence of making a donation and of posting a reply to the sender. Younger audiences record going online and visiting a sender’s website as a result of receiving a charity mail pack.

So how can we use this insight to get the best responses? There are 3 essential guidelines for charity mailings:

  1. Make sure the message of the mailing is easy to see
    Your pack has a high chance of being kept and put on display so make it easy to see the reason to respond.
  2. Include a postal reply option
    Some people are still choosing to send their donations through the post so don’t miss this opportunity for fund-raising.
  3. Make sure the landing page of the campaign supports the message in the mail pack
    Mail drives people online as we showed in our blog here. Consequently it’s the same as a PPC campaign, make sure the landing page is optimised to convert.

These will help you to maximise the response rate and ensure your packs are driving donations. But what is the best format and ideas will deliver the best response? Below we outline 7 great ways to use mail to drive the actions you are looking for:

  1. Make it easier to donate – use name labels
    Putting personalised name labels into your mail pack means donors don’t have to write out contact details on any raffle tickets or prize draw. Anything that helps a potential donor will increase response. Personalised information is simple to include and can support your brand and campaign.
  2. Reward your donors – include a fridge magnet
    People love to show their support for their favourite charity. Include a magnet in your mail pack and many people will keep and keep it giving you continued brand awareness. This will raise your brand and cause and make it more likely for people to respond.
  3. React fast – use EasyMailer
    When you need to respond to a crisis, use EasyMailer. Created from a single sheet of paper but with the appearance of a mail pack, EasyMailer saves you producing separate envelope and inserts, reducing waste and cost.
  4. Make it memorable – include a tea bag! Mail remains in the house for up to 7 days1 and the message is considered over a number of days why not add a tea bag to have a tea while you are considering the donation request or other items like a bag of seeds that will last after the pack has been recycled.
  5. Make the mailing creative – use die cuts & pop ups
    Create interest and highlight the call to action by using an interactive format. Die cuts can accentuate an image and bring it to life. Pop ups create a 3D effect to create engagement and highlight the call to action. More creative ideas are shown in animation here in Creative Corner.
  6. Make it local – increase relevance
    Local information in a pack increases relevance, by using digital printing and personalisation you can include relevant local information into your creative and copy. Information about opening times for your local shops or some of your good works in the local area can easily be included. Local information increases response rates as shown in our recent blog
  7. Use Partially Addressed Mail – target new donors
    Using existing customer postcodes, we can help you target, in a GDPR-compliant way, new look-a-like customers. Talk to us about including Partially Addressed Mail in your campaign strategy – a perfect way to add new donors.

Ensuring your charity mail pack works as hard as possible is essential to drive ROI for your campaign. Talk to the experts. Lettershop will ensure your campaigns deliver success.

Source: 1Charity Direct Mail has an average lifespan of 6.87 days. JICMAIL Audience Data Q1 2019 to Q4 2019; Charity Addressed Mail Adults 17+ sample size = 2006

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Categories: Blog