Expert: 'There's No Single Solution' For Effective Print Marketing
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Nonprofits need to experiment to find what works.
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06/07/11
Nonprofit organizations have a variety of print materials at their disposal to reach potential contributors and donors. According to Bob Merrigan, president of nonprofit marketing agency Merrigan & Co., the key is to use the material that best fits the goal of the campaign - there is no "single solution," he explains.
This is why nonprofits need to experiment with their print marketing campaigns and try everything from postcard to calendar printing. Once organizations have a grasp on what works for them, then they can begin rolling out templates to use for subsequent campaigns.
"Most acquisition efforts won't support a closed-face, hand-addressed envelope, but that may work well with higher dollar donors. We've tested four color vs. two color. Four color typically gives a lift in response, but it really depends on your mail quantities and production capabilities," Merrigan told Target Marketing Magazine.
Additionally, experimenting with different types of print materials can help reduce costs. For example, if nonprofits are getting the same results with both postcard and catalog printing, they should opt for postcards because they are less expensive.
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