Perhaps you’ve seen the announcement by the U.S. Postal Service (USPS) about sending 2-ounces for the price of 1-ounce. They refer to this as their “2nd Ounce Free” program.

Let me say right off that I’m not an expert on postal rates or deciphering mailing programs through the USPS.

But I’ve read a news article, the USPS press release plus their Fact Sheet … and it appears there may be times nonprofits can take advantage of the new pricing. So I decided to share what I discovered with you.

First the basics of the new USPS program along with links where you can find all the details.

Effective January 22, 2012, businesses mailing First-Class Mail automation, presort letters using “2nd Ounce Free” pricing can mail letters weighing up to 2 ounces at the 1-ounce postage rate.

Link to press release: U.S. Postal Service Launches “2nd Ounce Free”

Link to news article in PrintWeek: USPS Offers Direct Mailers “2nd Ounce Free”

Link to USPS website and Fact Sheet: https://www.usps.com/business/first-class-mail-for-business.htm [On this page in tiny bold print about half-way down the page, you’ll see a blue link “RTF” that when clicked gives you the Fact Sheet.]

According to the press release and statements by Gary Reblin, vice president, Domestic Products, “First-Class Mail automation, presort letters are primarily generated by commercial mailers of bills and statements — or transaction mail. 2nd Ounce Free pricing will provide these customers with greater value from their transaction mailings by letting them include an additional ounce that can be used for operational or marketing purposes at no additional cost.”

Please correct me if I’m wrong, but I think there are opportunities here for higher-volume nonprofit mailers to send select direct mail letters (i.e., First-Class Mail® Presort and Automation letters) where the second ounce will be free.

Consider upgrade letters to increase the number of donors in your sustainer program. Moving donors from low to mid-level, and from mid-level to major donor. Planned giving and legacy campaigns.

Associations could add promotional pieces on webinars and conferences to renewal letters. Why not test a segment of new members about to renew for the first time?

At the very least you could partner with a for-profit mailer and include an insert about your nonprofit in their envelope with the company’s billing statement, bank statement, credit card offer, etc. Insert media is a great way to piggy-back on this opportunity.

This isn’t a limited time offer. As of today it’s a new pricing structure so I encourage you to explore ways to make the most of your nonprofit direct mail budget. It pays to go first class!

Related posts:

Stretch your nonprofit acquisition budget … includes direct mail tips

6 tips for monthly giving and direct mail programs

How to build donor or member loyalty

I continue to be surprised at the number of nonprofits who don’t have a control. I’m referring to a direct mail letter (or email) for acquisition of new donors or members.

Having a control has always been the wisest approach. And this is especially true in tough economic times.

Controls help stretch your budget

You’ve probably implemented several cost cutting measures over the past few years in order to stretch your budget.

Hopefully you have NOT cut back on donor acquisition. The price you pay for cutting acquisition efforts is high and it can take 5 to 8 years to recover.

Instead of cutting back on how much or how often you mailed acquisition packages and emails … perhaps you stopped testing. This too can cost you money in the long run. Keep some testing in the budget to maximize results.

Incremental increases in response (e.g., number of new donors and members; average gift size), can lead to significant increases in revenue. A fraction of a percent is all that’s needed.

But you can’t test unless you have a control.

You can’t know with confidence what’s working and what isn’t working without comparing it to a control.

You can’t know if you’re effectively and efficiently spending your acquisition budget without a control as the benchmark of comparison. Without a control you’re left with a lot of guesswork.

Can you afford to guess when it comes to how you spend your budget?

Test against your control

Regardless of the size of your nonprofit, you can establish a solid control (direct mail and email). Then start testing elements – one at a time. Re-test any significant change.

You must also track the data meticulously and analyze it in writing. The results of your testing will guide changes in your creative strategy. And keep using your control until you beat it. Finally, keep on testing.

Often a short term gain from slashing the budget (e.g., stop acquisition; or stop testing against your control), can lead to a long term loss in overall revenue. Effective use of a control can stretch your acquisition budget. It can help the financial health of your nonprofit.

Related posts:

Acquisition – To Hunt or Not to Hunt for the Masses … another way to stretch your acquisition budget

Holy Acquisition Batman … 8 fundamentals for boosting acquisition response

How important is color? Can it possibly impact how much people donate? Or how much they respond to any call-to-action?

The answer is an emphatic YES!

Although I’m not a graphic designer, I study research on how color affects the choices people make. And people are people so even if the research is related to consumer products or business-to-business (B2B), it carries over into the nonprofit sector.

Whether it’s the color of your carrier envelope, the color of your donate button, the color of your join button, or the color scheme of your entire website (and your “brand” image) … color plays a pivotal role in how people respond.

But don’t get carried away!

Too much visual overload (e.g., too many bright colors, buttons and images) confuses the eye and depresses response. This is because people can’t discern what is MOST important. Visual overload on nonprofit websites is an all too common problem.

The infographic below relates to how consumers respond to color and visual appearance.

And beneath the infographic I called out a few points I believe you ought to consider with your nonprofit website, emails, or direct mail packages.

But don’t limit your considerations to these points – study ALL the stats and data on the graphic because they are all factors in how donors, members, advocates, etc. respond to your messaging.

Points in the infographic I don’t want you to miss:

Color and Marketing: Visual appearance plays a key role in getting their initial attention (e.g., color on your carrier envelope). But reader-centric messaging (copy), readability, etc. are what “close the deal.”

Color and Consumer: The influence color has varies by country. So if you have an international audience, bear this in mind.

Other Influences: “Convenience” highlights the importance of making your website – including the donation or join process – as simple and visitor friendly as possible.

Overall Design: For visitors to your website, poor navigation and poor overall design (from THEIR point of view) drives them away. In other words, they don’t stay on your site as long nor do they respond to your calls-to-action.

The stakes are high so this is a vital design issue for your site. It’s worth testing with donors and members who are unfamiliar with your organization.

The Element of Time: Do you like flash? Do you like tons of photos and graphics all over your website?

Milliseconds are literally costing your nonprofit money. Many people won’t stick around waiting for your site to load.

Power Words: What are the power words for your nonprofit? What phrases evoke the right emotion in your supporters?

And how are you reassuring them that supporting your organization is “safe” for them to do – that donors and members can trust your nonprofit? This relates to the importance of a guarantee on consumer sites. What proof do you offer that your nonprofit is honest; that your board members are credible; and that you have a system for auditing your accounts and screening employees and board members?

In addition, associations could offer a type of guarantee to members.

I’ve written about it on this blog numerous times: Studying how people behave in the consumer and B2B markets benefits your nonprofit. We don’t behave one way as a consumer and then do a 180 when we consider donating to a charity or joining an association.

Consider color and visual appearance when creating your nonprofit direct mail packages and your website. Use it to help you influence the desired response in your supporters.

One more thing: My best to you for a Happy and Prosperous New Year!

As I expect you know by now, integration is a requirement for winning campaigns … campaigns that meet or exceed your business goals.

Today I’m going to share 5 ways to make your direct mail more social.

This is a form of multi-channel marketing and integration. You’re letting a pool of your best donors – direct mail recipients – know where else they can find you. What I’m suggesting today makes it easier for your supporters to engage with your nonprofit in other channels.

Some of these are rather obvious, and others may not be. Here goes…

1 – Add your social profiles to your direct mail package

You can add “Like us on Facebook” or “Follow Us on Twitter” calls-to-action on outer envelopes, the letters, lift notes, reply forms, surveys, etc. Associations can also add it to any statements or registration forms.

Make it real easy for them to find you. Include your page name. For example my Facebook page is Facebook.com/KarenZappFans and my Twitter handle is @KarenZapp. That’s what I mean by including your organization’s name.

Give them a reason WHY they ought to “LIKE” your page or follow you on Twitter. For example: When you like my Facebook page at KarenZappFans you get:

◊ Exclusive fan-only content including a video critique of a direct mail package, and tips on writing email subject lines.

◊ Easy way to ask me a question. Use the “Contact Me” tab on Facebook to send me a question, or post a comment to one of my FB updates.

◊ Enjoy “Monday Miscellany.” Start your week on a positive note. I’ll share something on the lighter side. Often it relates to the nonprofit industry, and other times it’s generic but still worth sharing.

2 – Make your incentive social

You’ve given them a solid reason to visit your social profiles. Next make the offer itself social.

For example: If your incentive is to watch a fun video (branded, of course), then offer them something else when they share the video with their network. Maybe you give them a cool wallpaper photo for their computer.

3 – Create sharable landing pages

Let’s say someone donated online after reading a compelling story in an email appeal. That email took them to a landing page (probably your donate form with a headline and short paragraph of copy at the top tied to the email) where they converted on your offer.

After they donate, return a thank you page with share buttons on it. This allows them to share your compelling story to their social networks. You may acquire more supporters this way.

4 – Support the direct mail piece on your social profiles

Create a landing page on your website for your direct mail campaign. Rarely will you be able to plop the letter verbatim on the website. You’ll have to make edits so it’s web-friendly.

Then create trackable URLs for your appeal so you know which social profile is driving traffic to your landing page. Post updates in Facebook and Twitter and wherever else you are.

5 – Add QR codes

Whatever you create for people to download onto their smartphone … it must be mobile-friendly. Doesn’t matter whether it’s a landing page, a free report, or a video.

Include a simple statement on what they get when they scan the code. And perhaps offer the URL for a free and reliable bar code scanner app for their phone (not everyone has downloaded one for their smartphone).

I urge you to make your direct mail more social. And if you have any doubts about the value of this then please read my post from Tuesday, Online giving isn’t just for “30-somethings”

More posts related to today’s topic:

How to engage donors and members

How to hyperlink direct mail to your website

Could this be true? Vanity short codes endangered? … Includes nonprofit association use of a QR code

Direct Mail + Email + Mobile + Social = Great Fundraising

I read an article in Direct Marketing IQ last week that got me smiling. The author is a copywriter (Pat Friesen) and she mentioned how her love of math and creative writing are a good match.  They’re both valuable assets for direct response copywriting.

Boy … as an engineer can I ever relate to that. 

One of her comments was how she uses math to explain what she does (below is a quote from the article):

A subject line is a headline (a = b)

A headline is a teaser (b = c)

Therefore, a subject is a teaser (a = c)

The role of an email subject line, the headline of an article or press release, and direct mail teasers (e.g., teaser on the outside carrier envelope) are all essentially the same: Engage the reader and move them one step deeper into the copy.

Friesen went on to share seven tips for writing more effective email subject lines, headlines and teasers:

Numbers – Numbers catch our eye.  For example, did the “7″ in my headline help catch your eye more than if I had left it off?  A calendar date, percentages, or any expression of a number will work.

News – The word “news” or also the word “new” not only attract people known as early adopters, but anyone interested in staying on top of what’s happening.

Narrative – Stories always work.  Can you write a headline or teaser that sounds like the first line of a great story?  Something readers will want to dig into to discover the rest of the story?

Exclusivity – We all like to feel special; like we qualify for something not available to everyone.  “Preferred seating at our concert for donors who’ve supported us for over 5 years.”

Questions - If possible, ask a question where the answer is more than a simple “yes” or “no.”  For subject lines and teasers readers (your donors and members) are more likely to open it to find the answer, or to verify they know the right answer.

Verbs – Action words are another good strategy.  As Friesen says, they “build a reader’s momentum.”

Urgency – A deadline tends to increase readership and response.

Those are GREAT tips to follow for more effective subject lines, headlines and direct mail teasers.  Below you’ll find more copywriting help for your emai and direct mail.

Related posts:

 How to write email subject lines

2 Fundamentals of a strong fundraising appeal

7 Guidelines for emails readers respond to

Make a connection – Generate a spark – Get a donation

Email and direct mail work so well together that I believe it can be viewed as a partnership. 

Yet like any partnership, to reap maximum benefits (think optimizing response, conversions, and funds raised) … there are procedures, techniques, and strategies to pay attention to.

Consider the following when creating an integrated campaign of email and direct mail:

◊ Donors who receive the direct mail letter AND the email(s) …

- Send a super short “heads up” email

- Send a “follow-up” email within a week of getting the letter that reminds them to give. Include an online giving option.

- Test email subject lines similar to your envelope teaser copy and/or letter headline.  The subject line needs to be short.  This is one reason it may not be identical to your envelope copy (more help on writing subject lines).

- The follow-up email can use some of the same copy found in the direct mail letter.  But don’t send a duplicate of the letter via email!

- If there was a strong photo in the letter that reinforced the story, you might consider using it again in the follow-up email; or use a new image to freshen the email a bit. Just make certain to include copy that directly ties the image to the copy. 

- Include a SHORT caption with the email photo that’s clickable to the unique landing page on your website. The caption should reinforce your offer (i.e., case for giving).

- All links must be trackable and send donors to the unique landing page.

◊ Online supporters not yet on your direct mail list.  For these emails …

- First email is a shorter version of the direct mail letter.  You can reuse chunks of copy from the letter; however, you must revise this message for the online reader. 

- Follow same points as above regarding trackable links, unique landing page, use of images, subject line, etc.

◊ The direct mail letter …

- Have a special, trackable URL to the unique landing page for this campaign. This allows you to identify many of the direct mail recipients who decided to donate online after reading the letter.

- You may also want to consider printing a 2D bar code (on the letter and on the reply device). Make certain it takes donors to the landing page for this campaign. Remember: Each bar code (e.g., QR code) is unique to each campaign.

◊ Unique landing page …

- Create a donate form template that allows you to have copy at the top of the page.  This way you can easily edit the page and give it a different URL and title tag for each new campaign.

- The copy at the top of the page is a headline that reinforces the key message from the direct mail letter and emails.  This is followed by a short paragraph or two where you reinforce why they want to donate, the offer (the action you want them to take).

Those are the basics of an integrated email and direct mail campaign.  Done correctly, email and direct mail form a strong partnership that will help your nonprofit gain more supporters and raise more funds.

One of the sessions I attended at the 2011 Bridge Conference was, “Donor Acquisition in the New Normal.”  The speakers shared ideas, methods and strategies on how they’ve created and/or maintained successful acquisition programs during the recession.

Here are the highlights from one of the session speakers who was from The National Parks Conservation Association (NPCA).

First and foremost: DO NOT CUT BACK ON ACQUISITION.  The NPCA wanted to cut costs in 2003 so leadership slashed their direct mail acquisition program.  It took them until 2011 to recover from that decision.  This meant that when the last recession hit, NPCA never considered cutting back on the program.

General lesson learned: Mail each month (NPCA mails about 8.5 million pieces per year).  Their revenue is approximately 4% higher than two years ago and they gained 32% MORE acquisition contacts in the past fiscal year while keeping their costs down.

Test, test, test:  Read the graphic above to see what the wise owl Athena liked about NPCA’s testing tips. (Athena the owl is just a pal I found online; she isn’t affiliated with the association.)

In addition, NPCA uses a survey in one of its control packages.  They tested varying the tone of that survey to inch up response.

And with regard to what to test on premiums … test whether to include them or not … test freemiums versus backend fulfillment … and test different premiums with different controls.

NPCA also found success in testing different channels to convert online activists to donors. 

They sent a direct mail package to their online activists.  The campaign included a pre-email, the DM letter, a telemarketing call after the letter was received, and a follow-up email.  This occurred over 4 months.

I regret that I couldn’t copy all of the data fast enough, but the telemarketing calls got the highest response, 2.35 – 2.65% response (considerably higher than the emails; but remember that each “touch” positively impacts the overall campaign results).

Finally, they stressed that telemarketing works great for their acquisition program.  These are WARM calls to online activists, event participants, visitors, and ticket buyers ― prospects and supporters they’ve found in other channels.

Wrap up:  It’s essential to have a strong acquisition program (that includes direct mail) regardless of the economy.  Include plenty of continuous testing to tweak your packages and campaigns.  And integration improves overall response because multiple channels reinforce each other.

Did you ever receive that advice from your parents while growing up?

In broad terms it means that staying out of trouble lead to a more rewarding and successful life.  And doing the “right thing” is the path to follow.

In fundraising I too recommend the straight and narrow. 

I’m not discussing ethics here (I’m assuming my readers are honorable). 

I’m referring to how many topics (or programs) to cover in a fundraising appeal.   Even in acquisition don’t try to cover every program in your letters.  I know.  You don’t know with certaintiy which program will have the most appeal to a given donor.

Go with the odds.

Share a story about one person – let’s call him Sam – helped by one program.  Open with a brief story of Sam’s life without your nonprofit.  Then introduce how donors made it possible for Sam to get help from your charity.  Follow this thread throughout your letter.  Give us the before and after picture through a specifiy story example.

In acquisition you may want to BRIEFLY mention a few other programs (where you do this depends on the length of the letter), but still stay on the straight and narrow … keep a tight focus on what you’re writing about.

For renewals my preference is one program for one letter (or email).  For example: I just need a watch battery to get it going and not the strap, crystal, and every other component. 

Again, show how the donor’s money made a difference in Sam’s life.  Let the donor know there are more Sams out there who need help and that’s why you’re asking for a donation today.

Specific examples within a narrow focus will likely give you higher response rates (and perhaps also a higher average gift amount) for better fundraising.  Test, tweak, and keep testing to fine tune the approach for your charity.  And stay on the straight and narrow.  I believe this holds true for any marketing channel and the vast majority of appeals and marketing campaigns – less is better.

Donors are influenced by their experiences as consumers. And as consumers they have evolved and continue to raise the bar. 

For example: They are less responsive to direct mail that has NO personalization.  The exact same letter sent to 76,000 or to 1.8 million people doesn’t work at all like it used to.  Today people want to be recognized as individuals and not a mere number among the masses.

One Size Hurts All

Taking the “one size fits all” approach and using the same letter or email to your entire list hurts everyone.

It starts with the prospect or donor receiving your letter. They might be miffed or disappointed by a generic approach. Or they may simply have a ho-hum reaction.  The result is that fewer people give, and they give smaller gifts.  Prospects are hurt because they weren’t given the chance to personally connect with your mission.  They weren’t given the chance to add fulfillment to their lives because the letter was generic and uninspiring. 

Your nonprofit is hurt because you don’t raise as much revenue.  And the beneficiaries of your mission are hurt because they don’t receive as much help.  One size hurts all.

Data to the Rescue

Segmenting your file and using data to tailor communications to individuals is the way to personalize and raise response.  Now data management is not my area of expertise; so I won’t even attempt to talk about how you get the data.

But I do know I can write a far more compelling direct mail letter or email when I’ve got data on my recipients – the people receiving the message. 

It’s a superior letter when I can focus on writing to a major donor and show what their gift of $1,000 will do.  It’s a superior letter when I talk to a mid-level donor about what they’ve made possible in the past, how we appreciate their 4 years of devotion to the cause, and show what their $150 gift will do. 

Response goes up (i.e., the number of gifts received and/or average gift size) and everyone is helped by using data to send personalized, customized letters or emails.

Winning Example

Rarely am I able to share response data on the work I do for clients.  But I can share this example from the April 2011 issue of Direct Marketing to illustrate the difference tailored messages make:

Capital Hospice – located in Washington DC – wanted to reduce mailing costs and still meet its fundraising goals.

Their agency (DirectMail.com) used analytics to generate a file with 400 distinct data points such as household income and donation base.  Using data and a segmented file they created multiple appeals to each of the segments. 

Results:

- Mailed about 100,000 fewer pieces and saved nearly $150,000 in mailing costs; cut costs about 25%.

- Capital Hospice met its fundraising goal of $1 million in revenue

- Increased the average gift amount by 20.37% to $72.22 from $60

It may seem like you’re saving money by sending the exact same letter to everyone … but the odds are it’s actually costing you dearly.  One size hurts all.  Invest in getting the data you need so your copywriter can write an appeal that gets better response. 

Strong fundraising copy is the culmination of many factors.  Today I’ll touch on two that can have a profound impact on the success of your fundraising appeal. 

1) White Space

In fundraising appeals (direct mail, email, or even on your website), white space allows your reader to relax and read your copy more easily.

In fact, studies reveal white space is often a subconscious decision-maker on whether it’s read at all!

Your readers have spent a long, busy day at work.  When they read their personal mail in the evening they really do NOT want to read more business letters.  Or they’re swamped and don’t have the time or energy to read an email with large blocks of copy.

Keep it light and airy.  Keep paragraphs short – maximum of 7 lines.  But mix it up.  Have some one-liners; some 2 or 3 sentences long; and a few longer ones.  Personally, most of the time I shoot for a maximum of 5 lines in print and 3 (maybe 4) online.

Break it up with Sub-Heads

An occasional sub-head in the midst of your paragraphs also adds space.  Plus readers are naturally drawn in by them.  They help readers skim and stay engaged.

2) Style

I hinted at this already when I said readers don’t want your letter to remind them of the office. 

The tone and style need to be warm, friendly, personal, and narrative.  It’s possible to write about even the most serious or alarming issues in this style and tone. 

Also use short sentences and target words mostly of 1 or 2 syllables.  Feel free to use contractions. 

All this effects how easy it is to read the appeal.  And it’s also okay to slip in a sentence fragment here and there. 

Finally, forget perfect grammar.  It only costs you money (i.e., you get fewer and smaller donations with perfect, stilted writing).

Try this approach: Just picture a single person.  Give him or her a name, personality, occupation, home town, and so on.  Then sit down and write them a letter while “looking” at her picture on your desk.  Heck; cut out a photo of someone from a magazine if it helps you.  Remember that she’s your personal friend and you need her help.

If that approach eludes you then try this:  Begin by sitting down with someone outside of your organization.  Share a Coke, and have a friendly conversation. 

Talk to her about the issue – the one you’re writing about in your letter – while a recorder is running.  And pay attention to her questions.  Her questions and your answers will most likely help your copy stay donor centered and have a warm style.

Your first draft is then a verbatim transcript of your recorded conversation – including contractions.  Try it.  I think you’ll be pleasantly surprised.

WRAP UP:  More of your fundraising letters, emails, and appeals will get read if they’re EASY to read.  Using plenty of white space and a more casual writing style are two fundamental elements of a readable letter.

What’s even more important is that – everything else being equal – response will improve.  Remove the obstacles and make it easy for supporters to read and respond to your fundraising appeals.