Bridging the gap between direct mail and digital in your donor acquisition strategy
Director, Analytics, Data Axle Nonprofit
Gone are the days of sending out a piece of mail and waiting for a check to return. Gone are the days when we thought we were getting savvier in “digital” and sent out an email and then waited (a shorter amount of time) for a donation to return through the link in that email.
I’m a Gen X-er, and I see Facebook ads, Instagram ads, display ads, and all are alike. But guess what—I don’t make my purchase through that ad. I make my purchase “organically” by doing my own research and then going directly to the retailer’s website and buying. Does that make Facebook, Instagram, and display ads obsolete or unsuccessful? NO. They are the entire reason I made my purchase; I just didn’t choose to make it THROUGH that ad. So why are we declaring “direct mail is dead” and “Facebook isn’t profitable?”
Nonprofits today are at a crossroads – there are challenges in every direction with both direct mail and digital programs:
This is where a complete omnichannel marketing strategy can pay off. Including additional touch points within direct response campaigns keeps the brand top of mind, engages supporters, and provides additional avenues to give.
At Data Axle, we’re helping organizations bridge the gap between direct mail and digital strategy to maximize ROI.
Now, what’s a nonprofit to do? How do you even begin to bridge that gap? We’ve developed a “Start, Stop, Continue” guide to help you get on your way.
Start: Separating marketing channel and giving channel preference in your donor acquisition and renewal strategies.
Stop: Deploying a one-size-fits-all experience. Donors expect a more personalized experience.
Continue: Testing digital platforms to better understand how direct mail audiences engage with digital ads.
For more ideas on what to start, stop and continue download the guide.
Tara is an expert in leading and creating strategic marketing communication plans and predictive behavior analyses that drive record-high results for Data Axle clients.