Not according to Phil Goodhart, whom you will read about below. He says that USPS Marketing Mail volume was at 67.1 billion pieces in 2022, about 18% of which was mailed by nonprofits. Does that surprise you?
Direct mail is a proven, tried-and-true channel for leveraging existing donor relationships and generating new ones. And, it has four main advantages:
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Impact: In an era where digital channels rule, the physical mailbox offers a less crowded advertising space, resulting in a higher chance of your message being noticed and remembered.
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Tangibility/Shelf Life: Direct mail can be physically touched, held, and kept on counters, on desks, in files for future reference, or attached to a refrigerator - creating a lasting impression and potential for engagement over a long period of time.
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Credibility: Direct Mail is perceived as highly trustworthy, as physical mail is associated with established businesses and carries a level of legitimacy.
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Cost Advantage: While postage rates vary according to volume and destination, you can generally expect to pay about half as much as for-profits.
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