Direct Mail is Crucial CRM Tool for Nonprofits

Print is vital to the donation process.

06/10/11

Nowadays, nonprofits are using the internet to generate awareness and gain new contributors. However, according to a recent report from Blackbaud, print marketing materials are still crucial to maintaining relationships with contributors and collecting funds from them.

The study suggests that many contributors, after discovering a nonprofit online, switch to direct mail to donate funds. Nonprofits need to recognize this and update their approach to relationship management if they want to maximize the contributions made by multichannel donors.

"The internet is becoming an increasingly important acquisition channel but has not proven to be as effective for retention," said Rob Harris, Target Analytics’ director of analytic products and a co-author of the study. "It is the ability of online-acquired donors to use another channel - that is, to start giving through direct mail - that significantly boosts the long-term value of this group of donors."

Nonprofits should leverage the print materials that make sense for their goal. For example, simple letter and envelope print can help gather donations while newsletter printing will effectively enable organizations to keep in touch with donors.

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