Dec 28, 2011 - 04:23 PM

Tips for a "better integrated" new year

Making all those channels work for you


Here are a few tactics you may want to include in your integrated marketing program in 2012.  Wishing you much success!

Handwritten envelopes typically have higher open rates than laser-printed versions, but the cost of handwriting a direct mail piece is prohibitive.  Take a look at a new handwriting machine that produces thousands of authentic-looking handwritten mailers at a reasonable cost—much less than you might think.  The technology is called Real Pen.  It’s especially useful for nonprofits, ever focused on building stronger donor relationships. 

Direct mail fundraising still wins out vs. other channels for establishing long-term donor value.  According to a report by software developer BlackBaud, Inc., a majority of donors give through one channel only, and that channel is mail.  While developing multi-channel giving is an objective in a lot of fundraising, the report finds that it’s not often practiced.  The only donors who do significant multichannel giving are new donors acquired online.  And many of those donors switch to direct mail in later years.  Conclusion:  the Internet may be good for acquiring new donors, but not as effective in retaining them.

Direct mail combined with pURLs or personal URLs is well established in B2B and B2C marketing.  Research is now showing that combining DM with pURLs as well as QR codes and mobile messaging produces higher response rates.  Acculink says lift rates can be as high as 35%-50%.  Worth testing.