THE IMPACT OF COVID-19 ON INDIVIDUAL GIVING

Part 2

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Published by Helen Halahan

Make Direct Mail part of your multi-channel approach for cut-through and engagement

Direct Mail being processed by Woods Valldata
Direct Mail achieves 94% engagement rate according to Royal Mail

Direct Mail: harnessing the prevailing power of print

We’re all hearing about how people have been turning more to digital, accelerated by need during the Coronavirus pandemic. And yes, this has certainly been a time for increased digital media usage. The PBE Covid Charity Tracker states that 77% of charities have made better use of digital and tech. But we also need to be mindful that digital does not replace, but complement direct mail as a medium to engage our supporters.

In our recent webinar: The Impact of COVID-19 on Individual Giving: Planning for the Future we heard from leading UK fundraisers each vindicating Direct Mail as the most successful income generator for fundraising in individual giving. And we’ve certainly seen that both emergency and business-as-usual cash appeals have outperformed expectations during this period.

Multichannel strategies work!

Royal Mail have found that multi-channel strategies actually help maximise conversions. In a world where consumer trust in advertising is declining, 87% of people surveyed rate messages delivered by mail as believable. And when an ad is seen online after a mailing has been received, people spend 30% longer reading those ads. Incredible when attention spans are getting shorter, and shorter and shorter… (hopefully you’re still with us though).

Direct Mail engages all ages

Myths about mail usage being old fashioned and being irrelevant to digital natives simply aren’t true. In fact, Royal Mail highlight in their report that frequency of exposure is consistent across all life stages, with Millennials on average interacting 3.83 times with direct mail – a channel which has an impressive engagement rate of 94%.

Mail frequency is high amongst heavy digital consumers generally, on average the heaviest Mobile consumers interact 4.26 times with Addressed Mail and 2.80 times with Door Drops. This shows, once again, that it is the combination of media which builds impact.

Making this work for you

That’s all fine and interesting, I hear you say, but what does that mean for me? Here’s a few suggestions to help put this into practice:

  1. Enhance your supporter Direct Mail experience by offering digital donation methods as well as postal. A campaign landing page would work well here, offering more information about your cause and the DM story and an easy way to support online.
  2. Create a multi-channel campaign. Introduce a multi-media approach to your campaign including Direct Mail, Social Media, Online (website), SMS and Email – and if budget allows, DRTV – all with the same story and ask creating heightened awareness and driving action across a range of response mechanisms: online, text, telephone, postal.
  3. Don’t stop at the donation! Build your stewardship around multiple channels as well. Using analysis you will soon see which media donors respond to and you can therefore start to target them more accurately in the ways they prefer.

A final note

You know your supporters better than anyone. It’s not the channel alone that drives response and engagement but relevant messages targeted at what your supporters find most compelling. The more we can find out about what makes them tick, the more sticky your communications become.

If you’d like to chat more about how Woods Valldata can help support your individual giving programmes, please drop us a line [email protected] and take a look at what we have to offer.

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