Make a Lasting Impression with Your Fundraising Print Piece
Donor communication is key to acquisition and retention, and there are many excellent ways that nonprofits choose to connect with current and potential donors.
Technology has shifted the way we communicate; while digital communications like email and social media are not only convenient and cost effective, they aren’t the only ways you should be connecting with your donors.
Print and The Donor
In an age of text and emails, there’s nothing like getting a postcard from a traveling friend or a handwritten letter from a loved one. It shows not only the desire to communicate, but a conscientious effort to do so in a physical, tangible medium.
When we apply this to our efforts to attract and maintain a donor base, it helps donors to establish a deeper connection with your nonprofit.
The Two Most Important Times to Use Print
Outreach and Ask
When reaching out to potential donors, a great first step is to engage your prospective donor with print materials, like welcome packets including detailed information about your organization and its mission.
Reaching out in this medium benefits a nonprofit in three ways:
- Print is shown to build trust, and when it comes to soliciting donations, trust is obviously of paramount importance. By building trust, you can make a long lasting connection with the recipient. One way to build trust is through personalization. By utilizing variable data, you’re able to impact the recipient on a more meaningful level with personalized print pieces. Data-driven marketing pieces can help you pin point exactly what the recipients are interested in, which in turn, helps build that trust.
- Print becomes a physical presence in the household. While it’s easy to click out of a browser window or filter emails to avoid solicitations (even those that the user may be interested in), physical direct mail has a better chance of being looked at more closely by the potential donor.
- Donor packets and initial outreach pamphlets are often more accessible to demographics not yet totally comfortable with doing the majority of their research online. Reaching out in a familiar way is a great first step to creating a solid relationship between a potential donor and nonprofit.
When it comes to the ask, letters are also a preferred method of communication between donors and nonprofits. For the same reasons as listed above, soliciting donations via letter often receives a favorable response.
Sending a physical letter also allows you the opportunity to make donating even easier for the recipient by including pre-addressed envelopes with prepaid postage for their donation.
Thank you letters
Mailing thank you letters is a gesture that rarely goes unnoticed by donors and can pay dividends in donor retention. A physical letter is not only a genuine display of gratitude, but a token of appreciation that your donor may keep and could even remind them to donate again.
The best thank you letters are personal, donor centric, and tell the story of how a donor’s gift makes a real impact within the nonprofit and the world.
Want to go really personal? Handwritten notes are hugely effective means of thanks that connect donors and charities on a human to human level.
Of course, the more human you get, the less uniform things can become, and producing effective, brand-consistent handwritten materials can be difficult. Here’s what The Balance suggests to get started writing your bespoke thank you notes.
In the nonprofit world, effective communication with donors and potential donors is key to success. Whether you’re looking to attract new donors to your cause or retain previous donors, physical print can go a long way in developing and maintaining your donor relationships.
Want to get your print projects underway? Strata can help. With over 25 years of experience with print for nonprofits, Strata can help you with your nonprofit print needs, as well as achieve your digital marketing goals. Visit us at gostrata.com to find out how.
About Hayden Sammak
Hayden has been a key contributor to the Stratabytes blog since 2016. A college student at Temple University, he brings powerful insights to the millennial generation’s reaction to current events, as well as marketing, social media and advertising trends. When he’s not providing Tips & Tricks to our blog readers, Hayden enjoys cooking and spends much of his free time reading. He is also an avid fly-fisherman and all-around outdoor enthusiast. He is currently pursuing his undergrad degree in English.