For nonprofits, 2017 offers an avalanche of political and technological changes, yet we don’t see any trend sweeping direct mail or e-mail out from under fundraising marketers just yet. Certainly, AccuList USA’s top fundraising mailing lists, based on proprietary research, continue to deliver donors and dollars to clients.
In fact, NonProfit PRO magazine recently found relevant mailing insights when it asked nonprofit pros nationwide for 2017 fundraising trend predictions. A few nuggets from its “40 NonProfit Trends for 2017” include:
Digital & Analog Can Grow Together
Marketers should see digital and non-digital communications as symbiotic rather than competitive. Indeed, Roger Craver and Tom Belford, editors of The Agitator, predicted that the continued rise of digital technology and data will paradoxically foster an increase in “old fashioned” pre-digital methods of communication and relationship building, such as direct mail, printed “thank you” notes, personal phone calls and print newsletters. Why? Because old-fashioned non-digital communications “provide a key—and currently missing—fundraising ingredient: a human, real-life interaction between an organization and its donors.”
Integrating Not Just Multiplying Channels
Claire Axelrad, J.D., CFRE, principal of Clairification, advised nonprofits to recognize that they are now dealing with an all-encompassing “Generation Connected” (GenC) and must be in multiple spaces simultaneously—but with consistent and integrated messaging. Merely fundraising through multiple channels does not equal integration from the consumer’s perspective, she warns; integration requires coordinated images, messages and offers across channels to avoid muddling the brand.
Going for Mailing Depth Over Volume
Direct mail is still a top fundraising tool—but not if used as a blunt instrument. Nick Ellinger, vice president of marketing strategy at DonorVoice, noted recent Dutch research that found 63% of the revenues of an additional nonprofit mailing aren’t new revenues but rather cannibalized from the revenues of other communications. However, by investing in donor knowledge and targeting, customization and personalization rather than just mail volume, test programs report stable gross revenue and a significant increase in net revenue in year one (or year two at worst), Ellinger reported.
Direct Mail’s Not Dead & Neither Is E-mail
Eric Rardin, vice president of business development for Care2, predicted that e-mail will only increase in importance in 2017. While social tools and platforms proliferate and compete, e-mail emerges as a digital tool that best allows marketers to push traffic and engagement online, he noted, so the value of an e-mail address, with permission to mail, will continue to increase year over year.
Use Technology to Kick Up Results
Though “old-fashioned” mail still drives donations, it may do a better job if paired with new technology. Shari Mason, vice president, marketing communications of Smile Train, suggested embracing 3D-printing initiatives, virtual reality experiences and social-good fundraising platforms to improve giving-impact communications, message sharing, call to action, and cause awareness. Leigh Kessler, vice president of communications for CharityEngine, even urged testing mobile device voice intelligence technology (Siri, Cordera, Google Now)—for example with a direct mail piece that says, “If you have Amazon Echo, just say ‘Alexa, I’d like to Give $25 to customURLnonprofit.org.'”
For more trends, read NonProfit PRO‘s “40 NonProfit Trends for 2017.”