{"id":483,"date":"2020-04-15T20:14:55","date_gmt":"2020-04-16T00:14:55","guid":{"rendered":"http:\/\/harvest-press.com\/?p=483"},"modified":"2020-04-15T20:15:16","modified_gmt":"2020-04-16T00:15:16","slug":"direct-mail-covid-19","status":"publish","type":"post","link":"https:\/\/harvest-press.com\/direct-mail-covid-19\/","title":{"rendered":"Direct Mail During COVID-19"},"content":{"rendered":"

What a crazy time! One minute we are shutting everything down and focusing on staying home and healthy and the next minute, we are deemed an essential business in Tallahassee.\u00a0 The scenario in today\u2019s time is so fluid, it\u2019s hard to predict what is going to be expected.\u00a0\u00a0<\/span><\/p>\n

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What we can count on is that direct mail is a way to have donors, clients and members move to action.\u00a0 If you are a fundraiser, you might be wondering how this new situation will change your bottom line and if it will end your donor communications.\u00a0 Rest assured \u2013 direct mail can continue to perform for you as it has in other times of crises and downturns.\u00a0\u00a0<\/span><\/p>\n

If you are trying to reschedule an event or reach an audience (say association members) direct mail will get their attention.\u00a0\u00a0<\/span><\/p>\n

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Reports last year from Blackbaud said that fewer than 9% of fundraising donations were given online.\u00a0<\/span><\/p>\n

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Direct mail response rate for house lists was an incredible 9% – 10%.\u00a0 This is the highest number for house lists and this number has doubled from previous years.\u00a0 Just to compare, the response rate of email and social media alone is only 1%! What a difference.\u00a0\u00a0<\/span><\/p>\n

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According to Marketing Sherpa, 76% of consumers trust direct mail more than any other channel out there when they want to make a purchase decision. In fact, did you know that 57% of millennials have made a purchase based on direct mail?\u00a0\u00a0<\/span><\/p>\n

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As well, direct mail is an \u201ceasy on the eyes\u201d to read.\u00a0 It\u2019s a break from the screen as we are overloaded from digital circuits at home.\u00a0 Raising money for annual campaigns rely heavily on physical contact, printed content and a lasting presence.\u00a0 Direct mail has the ability to have donors act on their \u2018call to action\u2019 and will actually donate.\u00a0\u00a0<\/span><\/p>\n

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Direct mail requires 21% less cognitive efforts to process than digital media and leaves a higher brand recall.\u00a0 It\u2019s easier and leaves a lasting impression on the reader. As well, it\u2019s persuasive. Direct mail has a 20% higher motivation response rate over digital media.\u00a0\u00a0<\/span><\/p>\n

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As a mail house at Harvest Print, we do have a few recommendations.\u00a0 If you are a B2C marketer, we highly recommend you take advantage of this situation and provide direct mail offers that your consumers will use.\u00a0 With people being stuck at home, a well-designed and executed direct mail will be something a customer will read and have them looking forward to getting.\u00a0 However, if you are a B2B marketer, we recommend you hold off on any campaigns until your customers are back in the office. With many companies close and employees working from home, your direct mail piece may not get into the correct person\u2019s hands.\u00a0 Consider other channels during this time to reach B2B customers.\u00a0\u00a0<\/span><\/p>\n

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If you are trying to reach donors with direct mail, on average, the response rate is about 10% which means 90% did not respond.\u00a0 You as a fundraiser, you don\u2019t stop communicating because of the 90%! The best way to reach your donors is to <\/span>keep<\/span><\/i> communicating.\u00a0 Although during this pandemic, the response rate may drop, it\u2019s important to stay connected and communicate about what your organization is doing.\u00a0 Maintain your current and ongoing relationships so that when COVID-19 is over, you are still connected.\u00a0\u00a0<\/span><\/p>\n

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Remember for all marketers, keep your direct mail message relevant. \u00a0 We are in a global crisis. If you skip over this, your message will seem out of touch and irrelevant.\u00a0 Make sure your message is timely, genuine and heart felt. This is a great time to highlight your mission of your organization.\u00a0 So many non-profits have amazing mission statements and goals. Make sure you let your audience know what your organization stands for and how you are helping in this time of need.\u00a0\u00a0<\/span><\/p>\n

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In short, we think you should advocate your mission, share deep gratitude and promote community.\u00a0\u00a0<\/i><\/b><\/p>\n

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Harvest Print also thinks you should refine your list. \u00a0 For example, for a house-file appeal to current donors, you should probably skip mailing to fewer lower dollar donors and concentrate of $100+ Donors or depending on your organization, those of higher giving frequency.\u00a0 Eliminate deeply lapsed donors. The main goal is to only mail to your most loyal and long-term advocated and those most likely to contribute.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n

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Direct mail is such a powerful way to reach your clients whether they are current or potential.\u00a0 We here at Harvest Print want to make sure that business keeps moving forward appropriately and that mostly we are able to navigate through this pandemic together.\u00a0 As the country gets closer to reopening we should expect that marketers are planning and executing relevant campaigns to get our country moving again. If you have anything happening in your area, we would love to know!\u00a0 Please feel free to share them with us as we love to collaborate.\u00a0\u00a0<\/span><\/p>\n

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If you need more information on how to put together a successful direct mail campaign or just need someone to do it, visit our website at www.harvest-press.com or email us at <\/span>printer@harvest-press.com<\/span><\/a>.\u00a0 We are here for you and would love to help!\u00a0<\/span><\/p>\n

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2018, the direct mail response rate for house lists was an incredible 9%. This is also the highest number for house lists since the report started and is nearly double from the previous year. (Source:\u00a0<\/span>ANA\/DMA Response Rate Report 2018<\/span><\/a>)<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

What a crazy time! One minute we are shutting everything down and focusing on staying home and healthy and the next minute, we are deemed an essential business in Tallahassee.\u00a0 The scenario in today\u2019s time is so fluid, it\u2019s hard to predict what is going to be expected.\u00a0\u00a0   What we can count on is…<\/p>\n","protected":false},"author":1,"featured_media":484,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0},"categories":[7],"tags":[],"yoast_head":"\nDirect Mail During COVID-19 - Harvest Print<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/harvest-press.com\/direct-mail-covid-19\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Direct Mail During COVID-19 - Harvest Print\" \/>\n<meta property=\"og:description\" content=\"What a crazy time! 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