Marketing Strategies:
The Power of the Letter

By Paul Weber, Entrepreneur Advertising Group
Kansas City

Direct mail is once again gaining popularity as technology improvements in printing and list management create greater return on investment. There is no limitation to your ability to reach a narrowly targeted audience with a compelling visual message.

Yet in the race to fill our mailbox with dynamic offers, solicitations and commercials, we often overlook the power of the simple letter.

According to the Direct Marketing Association (DMA), of all media used by fundraisers, direct mail is the most widely reported but its effectiveness has mixed results. This is widely due to the inconsistency in reporting by nonprofit organizations.

The trends, according to DMA, reflect a growing move away from “dimensional mail” like boxes, packages and odd-sized envelopes, and a move toward more simple, traditional mailings using standard envelopes.

The effectiveness of any direct mail effort is usually tied to three attributes of the program: (1) accuracy of the mailing list (2) value of the offer and (3) the creativity of the message delivery.

The accuracy and freshness of a list is paramount to mailing success regardless of the type of program you develop. Whether it’s a simple letter or a complex dimensional package, a mailing that doesn’t hit a narrowly targeted audience is off the mark. Old donor databases and mass purchased lists are the least likely to help you improve the return on your marketing dollars. A plan to consistently grow your organic mailing list will offer the best results.

The value or offer associated with a direct mailing is equally important when creating a direct mail initiative. For a fundraising program, offer seldom implies a direct value to the recipient like those found in a consumer mailing. However, value can be implied in other ways.

For fundraising, value means sharing your story with the potential donor in a manner that is meaningful. People are more likely to give when they fully understand why they are giving and what their money will buy. This is equally true in capital campaigns and annual campaigns. The importance being the extent to which you tell the story with passion and emotion. In other words, give value to your donor’s gift by telling them how your mission and their donation will benefit the community.

The creative elements of a direct mail program, specifically expensive photography, printing and packaging are helpful but less important in determining the effectiveness of a direct mail piece. This is where the value of a traditional letter or newsletter can enhance your marketing program while helping manage cost. If your list is accurate and there is a sincere value message in your mail piece, then even a well written letter will provide return.

If you embark on a direct mail letter campaign, consider frequency to be your best ally. We expect direct mail solicitations to arrive during the holiday season. We are less expectant to receive five or six simple letters that share the successes of your mission within the community. Tell your story over time with elegance and emotion. Use the power of the written word and the simplicity of a letter sent to the right people on your list.

Whether you are preparing for a capital campaign in 2 years or are deeply engaged in a current campaign, your constituents, volunteers and donors deserve to hear from you. If current barriers to telling your story include budget or the complexities of direct mail, consider the simple letter. It never goes out of style.

To learn more about the effectiveness of direct mail, visit the Direct Mail Association website at www.the-dma.org or the United States Postal Service website at www.usps.gov.

Paul Weber is President of Kansas City-based Entrepreneur Advertising Group (EAG). EAG works with emerging businesses and nonprofits, and is a frequent contributor to New$ You Can U$e. You can reach Paul through their website at www.SmallBusinessMiracles.com.