Charities play an essential role in bringing support and services to those who are most in need. As the sector fights to optimise funds and retain donors, how can charities ensure that their brand can make an impact and invoke action?
Why Direct Mail is key for the Charity Sector
With so many marketing channels available to your charity, how can you know if you’re making the most of your fundraising efforts and budget? It’s perhaps too easy to think that digital is the only way forward. That print is dead. But let us reassure you that’s not the case. Mail has always delivered a great return on investment (ROI) and still does.
A combination of both direct mail and digital is the next logical step, and enable you to gain the most from your prospects and subsequently donations.
Why should charities use Direct Mail?
With the right messaging direct mail has the potential to incite your emotions. Messages can reward and excite, shock or concern. Fundamentally, mail can deliver the most important benefit for your charity – driving your stakeholders to take action. Whether that’s increasing awareness, showcasing how your charity makes use of donations, appealing for donations or to encourage engagement with your cause.
Direct mail has historically been the leading approach for producing customer acquisition campaigns and in today's marketplace is experiencing an increase. Appealing to more consumers, many brands are beginning to use this fundraising channel as part of their marketing strategy to increase their potential.
The COVID-19 crisis has had a devastating effect on virtually every corner of the economy. The charity sector is no exception. It is estimated that the sector has lost at least £4.5 billion in income as an immediate consequence of the pandemic. With over 168,000 charities operating in England and Wales (as of March 2020) there is a staggering level of competition when using one advertising channel.
What's your marketing strategy?
Direct Mail marketing can significantly increase your responses, with the DMA recording their highest ever open rates. DMA found that the direct mail marketing open rates to be up to 30 times higher than digital advertising.
Each respective charity marketing plan must have definitive objectives and targets to work towards to measure success of your campaigns; fundraising targets, brand awareness, increase online presence. Ensure your brand message is clear and relevant to your audience.
Know your target audience
Know your target audience and tailor your marketing campaign towards their needs. Apply a systematic process of gathering data and measuring information on variables of interest whilst achieving GDPR compliance.
Do specific opportunities make your brand seem more approachable. Direct mail marketing is utilised due to the opportunities for building relationships with prospects.
Measuring online and offline responses to your charity marketing campaign is crucial to ensure you achieve your objectives.
VAT Free postage for Charities
VAT free postage is a cost-saving offer provided in conjunction with Royal Mail. The process involves removing the VAT cost (currently 20%) on a large part of the post, so you pay less.
It is available to registered charities that are otherwise unable to reclaim VAT. The savings could be distributed against other areas of your mailing, such as print and fulfilment or increase the quantity of your campaigns and extend your outreach to more subscribers. So why not stretch your budget further and do more with your money.
Contact us - If you would like to work with BKT on your next VAT free charity direct mail campaign, our client services team are here to help with your enquiry.
