As we know since the start of the pandemic the popularity of the mail as a communication tool has risen amongst consumers. Its stands to reason that as we spent more time in the home, messages that came to us in the home were largely well received. As a result, recent research by Royal Mail reveals that each item of charity mail received is read and revisited an average of four times and stays in the home for over a week.

However, there’s a few more reasons why charity supporters like the mail:

Reason 1: It makes charity supporters feel valued

The perceived effort and cost of writing and sending a mailing, particularly when it is personalised, helps supporters to feel valued and appreciated. As one participant in the study said: “they care enough to write.”

Application: Consider writing to donors to show them the impact that their donations make.

 

Reason 2: The ability to read and respond in their own time

When charity direct mail arrives, supporters tend to hold onto it, looking at it multiple times, sharing the mailing with family members as well as going on to discuss it. This gives them the flexibility to respond in their own time.

Application: Direct mail is a great way to ask existing donors to consider revising their donation patterns – maybe as a one-off donation or increasing a monthly direct debit

 

Reason 3: A good read

With the space to tell and illustrate a story, mail can be engaging, informative and useful, helping people to understand the impact of their support

Application: An effective way to reach out to potential donors who may not be familiar with the work of the charity

 

Reason 4: Control over what they receive

Through the Mailing Preference Service and the charity-specific Fundraising Preference Service supporters have the ability to control what they receive. Also due to the nature of the mail they can choose when to spend time with it.

Application: Being transparent about the communications that you intend to send will generate greater levels of trust and engagement with your supporters. Additionally, ensuring best practice when it comes to targeting will also ensure that you are reaching out to people that actively are happy to hear from you increasing response rates and campaign ROI.

 

Reason 5: Convenience

Arriving direct to the doormat means that mail can be a convenient way for people to receive information, allowing them to engage with it when it suits them.

Application: Any form of mailing from event participation packs, welcome packs, thank you cards, donation requests, volunteer information, fundraising success, charity updates etc

 

Reason 6: Tangibility

Physical communications like the mail are noticed more and gain recipients’ full attention for longer. It can also be held onto and displayed, something that no other channel can achieve easily.

Application: Celebration mail packs such as thank you for your support cards, which people would be proud to put on show in their homes

 

If you are considering adding direct mail to the marketing mix, please get in touch with our experts who can help plan and executive an effective campaign!