Taken from the past five years and the present, we’re sharing direct mail trends found from several online resources for nonprofit marketing. Direct mail is the last communication method evaluated this month, be sure to check out our posts on social media and email the past few weeks!
In 2012, seasonality trends, personalization, and retention focus were top trends. As we all know, personalization has maintained a must for optimum response from direct mail.
In 2013, the size of the envelope was shoved to priority, as well as maintaining personalization throughout content mailed out.
In 2014, trends that rose to the top were shaping content to certain donor or volunteer groups based on giving, interests, or preferences for involvement and communication, focus on quality AND quantity, and storytelling. Storytelling has also continued to be a point of focus for nonprofits, seeing as sharing your message across multiple platforms has become popular.
In 2015, more nonprofits realized the success of sending direct mail just 2-3 times a year, and printing newsletters quarterly. The beauty of marketing, and the success than can come from it, is the ability to think outside the box. You try different things, that can soar or crash miserably. Your audience and your impact determines the communication that will work best.
In 2016, nonprofits were driven to go back to basics, to focus on well proven methods of improving fundraising. “Micro-campaigns” were introduced as focusing on more frequent direct mail communication while being transparent and intentional with a certain call to action, and how involvement will help.
In 2017, nonprofits are experiencing the revival of printed newsletters, and are focusing on keeping content frequent, simple, and dependable.
Personalization, creativity, and storytelling were three constants in direct mail trends. How are YOU incorporating these at your nonprofit? If you need help boosting your direct mail game, give us a call at 615-998-4600. Is direct mail strategy an issue at your organization? Share how we can help HERE.
Marianna Woodruff is Director of Brand Awareness at DonorLynk, LLC. DonorLynk aims to provide nonprofits with tailored solutions that work for you, not against you.