{"id":53007,"date":"2022-01-28T08:46:23","date_gmt":"2021-04-06T09:00:00","guid":{"rendered":"https:\/\/bloomerang2dev.wpengine.com\/?p=53007"},"modified":"2025-08-29T16:40:41","modified_gmt":"2025-08-29T20:40:41","slug":"direct-mail-in-a-multi-channel-fundraising-strategy","status":"publish","type":"post","link":"https:\/\/bloomerang.com\/blog\/direct-mail-in-a-multi-channel-fundraising-strategy\/","title":{"rendered":"Direct Mail in a Multi-Channel Fundraising Strategy"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignnone size-full wp-image-53013\" src=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2021\/03\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature.jpg\" sizes=\"(max-width: 682px) 100vw, 682px\" srcset=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2021\/03\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature-200x64.jpg 200w, https:\/\/bloomerang.com\/wp-content\/uploads\/2021\/03\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature-400x128.jpg 400w, https:\/\/bloomerang.com\/wp-content\/uploads\/2021\/03\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature-600x193.jpg 600w, https:\/\/bloomerang.com\/wp-content\/uploads\/2021\/03\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature.jpg 682w\" alt=\"Multi-Channel Fundraising Strategy\" width=\"682\" height=\"219\" \/><\/p>\n<p>Now more than ever, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/bloomerang.com\/blog\/10-strategies-to-supercharge-annual-fundraising-success-in-2021\/\">effective fundraising<\/a><\/span> is what your nonprofit depends on to survive. Your team likely spends countless hours planning events and campaigns in order to raise money for programs and projects that will further your cause.<\/p>\n<p>All this fundraising definitely involves sending appeals to your donor base. Whether you\u2019re sending general donation requests, sponsorship requests, or end-of-year-appeals, it\u2019s important to amplify your fundraising campaigns as broadly and loudly as possible.<\/p>\n<p>Deciding on the channels through which to send your appeals can be tough\u2014there are so many ways to reach donors these days. The good news is that you don\u2019t have to choose just one. In fact, you shouldn\u2019t!<\/p>\n<p><b>A multi-channel fundraising strategy, or one that targets donors through a variety of mediums, is most likely to reach the widest audience and result in maximum funds raised.<\/b> This type of campaign uses a combination of various digital methods <i>and\/or<\/i> direct mail.<\/p>\n<p>At GivingMail, we\u2019re experts on using <span style=\"text-decoration: underline;\"><a href=\"https:\/\/blog.givingmail.com\/2020\/09\/24\/direct-mail-for-nonprofits\/\" target=\"_blank\" rel=\"noopener\">direct mail appeals<\/a><\/span> to help organizations big and small improve their fundraising numbers and achieve their goals. In this article, we\u2019ll tell you everything you need to know about the role of direct mail in a multi-channel fundraising strategy. We\u2019ll answer the following questions:<\/p>\n<ul>\n<li>What is multi-channel fundraising?<\/li>\n<li>Why should I use a multi-channel approach?<\/li>\n<li>What are the benefits of using direct mail in a multi-channel approach?<\/li>\n<\/ul>\n<p>Leveraging the power of direct mail in a multi-channel strategy can lead to increased awareness of and engagement in your cause. Ready to learn more? Let\u2019s jump in.<\/p>\n<h2 class=\"fusion-responsive-typography-calculated\" style=\"--fontsize: 32; line-height: 1.1;\" data-fontsize=\"32\" data-lineheight=\"35.2px\">What is multi-channel fundraising?<\/h2>\n<p>Throughout the year, your nonprofit sends countless communications to supporters requesting contributions to your cause. These appeals may be general donation requests or appeals related to specific campaigns, projects, or initiatives. When you use more than one method to reach supporters, you\u2019re executing a multi-channel campaign.<\/p>\n<p>The 4 main ways to reach donors with fundraising appeals are:<\/p>\n<ul>\n<li>Email<\/li>\n<li>Social media<\/li>\n<li>Text<\/li>\n<li>Direct Mail<\/li>\n<\/ul>\n<p><b>When deciding which approaches to include in your multi-channel campaign, <\/b><span style=\"text-decoration: underline;\"><a href=\"https:\/\/bloomerang.com\/blog\/fundraising-lessons-from-2020\/\"><b>it\u2019s important to learn from the past<\/b><\/a><\/span><b>.<\/b> Rely on the data in your donor management platform to determine where your donors are most active. If, for example, your audience historically has an exceptionally low text-to-give response rate, you might consider sticking to email, social media, and direct mail strategies.\u00a0Regardless of which channels you pursue, you\u2019ll also want to <b>align your marketing strategy across all of them.<\/b> This means having a clear goal, audience, and message to unify your fundraising campaign and have the most impact.<\/p>\n<p>Further, a cohesive multi-channel strategy should also take into consideration the timing of the appeals and coordinate times to have the best result. <span style=\"text-decoration: underline;\"><a href=\"https:\/\/blog.givingmail.com\/2020\/11\/12\/marketing-for-nonprofit-organizations\/\" target=\"_blank\" rel=\"noopener\">Best practices and tips<\/a><\/span> like the ones above can take your multi-channel approach to the next level.<\/p>\n<h2 class=\"fusion-responsive-typography-calculated\" style=\"--fontsize: 32; line-height: 1.1;\" data-fontsize=\"32\" data-lineheight=\"35.2px\">Why you should use a multi-channel approach<\/h2>\n<p>The target audiences for each of the channels described above\u2014email, social media, text, and direct mail\u2014don\u2019t overlap perfectly. The people most likely to open and respond to emails are not the same people who are likely to open and respond to direct mail, and so on.<\/p>\n<p>For instance, younger people are more likely to see appeals on social media or text, while older audiences are more likely to open emails and direct mail.<\/p>\n<p><b>Thus, when you use multiple channels to disseminate your appeals, you increase your fundraising capabilities by <\/b><b><i>increasing the size of your audience<\/i><\/b><b>.<\/b> Every time you add a channel, you are exposing different potential donors to your campaign.<\/p>\n<p>Beyond expanding audience size, multi-channel fundraising campaigns that <i>reach<\/i> <i>the same donor through more than one channel <\/i>are more likely to drive that donor to conversion. For example, say Lisa used to volunteer with an animal shelter in college. Years later, she gets a Facebook message from the animal shelter asking for a donation to its latest project. She sees the message and means to respond, but has to run to a meeting.<\/p>\n<p>When a letter arrives in her mailbox two days later, it jogs Lisa\u2019s memory, and she\u2019s reminded of the dedication of the organization and its firm commitment to its mission. She sends a check in the mail for their initiative.<\/p>\n<p>The scenario above is backed up by statistics: campaigns that use direct mail plus a form of digital marketing <span style=\"text-decoration: underline;\"><a href=\"https:\/\/blog.givingmail.com\/2020\/11\/17\/nonprofit-fundraising\/\" target=\"_blank\" rel=\"noopener\">yield a 28% higher conversion rate<\/a><\/span>, meaning it\u2019s to your advantage to approach your donors from different angles.<\/p>\n<h2 class=\"fusion-responsive-typography-calculated\" style=\"--fontsize: 32; line-height: 1.1;\" data-fontsize=\"32\" data-lineheight=\"35.2px\">What are the benefits of direct mail in a multi-channel fundraising strategy?<\/h2>\n<p>You might be thinking, \u201cMultiple channels makes sense. But why direct mail? Isn\u2019t everyone online these days?\u201d That\u2019s a trap that a lot of organizations fall into\u2014thinking they should aim all of their marketing efforts at digital channels. The truth is direct mail remains a tried-and-true, reliable method for raising funds for nonprofits across the country. Here are some of the benefits of including direct mail in your approach:<\/p>\n<h3 class=\"fusion-responsive-typography-calculated\" style=\"--fontsize: 24; line-height: 1.3;\" data-fontsize=\"24\" data-lineheight=\"31.2px\">1. Direct mail has higher response rates<\/h3>\n<p><b>The ROI (return on investment) for direct mail appeals when compared to other marketing channels is high; response rates to direct mail appeals are <\/b><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.sequeldm.com\/direct-mail-response-rates-leave-digital-in-the-dust\/\" target=\"_blank\" rel=\"noopener\"><b>roughly 10 times higher<\/b><\/a><\/span><b> than any digital channel (including email).\u00a0<\/b><\/p>\n<p>While printing letters may <i>seem <\/i>like a big effort and expense, it\u2019s beyond worth it to potentially capture all of those donations. Think about it: a donor in that margin could become one of your most loyal, longtime supporters.<\/p>\n<h3 class=\"fusion-responsive-typography-calculated\" style=\"--fontsize: 24; line-height: 1.3;\" data-fontsize=\"24\" data-lineheight=\"31.2px\">2. Direct mail can target older audiences<\/h3>\n<p>Older donors are a highly sought-after and valuable demographic to pursue for fundraising. Baby Boomers represent the top source of revenue for nonprofits\u2014they contribute a whopping <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.classy.org\/blog\/how-to-engage-different-generations-of-donors\/\" target=\"_blank\" rel=\"noopener\">43% of all gifts made by individuals<\/a><\/span>. Older donors have had years to build their careers and make money, making them good sources of support for charitable organizations.<\/p>\n<p>Further, out of the 72% of people aged 55-75 who donate to charitable organizations, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/doublethedonation.com\/tips\/matching-grant-resources\/nonprofit-fundraising-statistics\/\" target=\"_blank\" rel=\"noopener\">19% of them prefer to give via direct mail<\/a><\/span>. That\u2019s a significant portion of a high-value demographic that you\u2019d be missing out on if you didn\u2019t include direct mail appeals in your multi-channel fundraising strategy.<\/p>\n<p>If you find that your data shows you have room to improve in this demographic, direct mail appeals could be the answer.<\/p>\n<h3 class=\"fusion-responsive-typography-calculated\" style=\"--fontsize: 24; line-height: 1.3;\" data-fontsize=\"24\" data-lineheight=\"31.2px\">3. Direct mail is more tangible and memorable<\/h3>\n<p>Sure, emails are visible on your screen, but so is every other digital ad you\u2019re bombarded with every day. Many people can agree that an email just isn\u2019t the same as holding a letter in your hand. Hard-copy fundraising letters\u00a0 have more impact because your audience can actually feel your request. After all, you\u2019re engaging with your audience in their own homes, and that is pretty much as personal as it gets!<\/p>\n<p>In addition to being tangible, letters are a great platform for memorable appeal. Because fundraising letters are usually 1-2 pages long, they offer plenty of room to tell a story and make an impact. The most effective letters <span style=\"text-decoration: underline;\"><a href=\"https:\/\/bloomerang.com\/blog\/3-tips-to-hook-your-nonprofit-audiences-attention-from-the-beginning\">catch your audience\u2019s attention<\/a><\/span> with an anecdote or emotional appeal. Then, they follow up with a request for a contribution.<\/p>\n<h3 class=\"fusion-responsive-typography-calculated\" style=\"--fontsize: 24; line-height: 1.3;\" data-fontsize=\"24\" data-lineheight=\"31.2px\">4. Direct mail allows for personalization<\/h3>\n<p>Beyond <span style=\"text-decoration: underline;\"><a href=\"https:\/\/bloomerang.com\/blog\/how-to-get-your-nonprofit-creative-content-juices-flowing-with-the-5-basic-story-types\/\">telling a story in your fundraising appeals<\/a><\/span>, personalizing your fundraising letters is a critical component of their success. It\u2019s difficult to find \u201cDear friend\u201d or \u201cDear supporter\u201d charming\u2014donors are much more likely to pay attention to and respond to an appeal that at least uses their name.<\/p>\n<p><b>Personalizing your letters with your donors\u2019 names works in combination with the physical presence of the letter<\/b>. Combined, they make a letter feel much more personal than an email or a text.<\/p>\n<p>It\u2019s important to consider other ways you can personalize your direct mail appeals. Using your nonprofit\u2019s CRM, you can segment your donor base into groups dependent on factors like<\/p>\n<ul>\n<li>Demographic information.<\/li>\n<li>Previous engagement history.<\/li>\n<li>Giving method.<\/li>\n<\/ul>\n<p>Doing so allows you to send customized letters to each group that reference your knowledge of the donors\u2019 profile. This shows donors you went to the effort to find out a little about them before asking for a donation, which goes a long way in building relationships with them.<\/p>\n<p>If you\u2019re unsure how to proceed with your fundraising letters or just want some ideas for how to format your appeals, check out our <span style=\"text-decoration: underline;\"><a href=\"https:\/\/blog.givingmail.com\/2021\/01\/12\/donation-request-letters-and-templates\/\" target=\"_blank\" rel=\"noopener\">GivingMail request letters and templates<\/a><\/span>.<\/p>\n<p>When you\u2019re <span style=\"text-decoration: underline;\"><a href=\"https:\/\/blog.givingmail.com\/2021\/01\/13\/fundraising-appeals\/\" target=\"_blank\" rel=\"noopener\">strategizing for your next fundraising campaign<\/a><\/span>, keep in mind the importance of spreading a wide net and reaching the most potential donors. While no one channel has a 100% response rate, a combination of channels will get you closer to maximum participation.<\/p>\n<p>And, when it\u2019s time to select channels for your multi-channel fundraising strategy, <b>don\u2019t forget about direct mail.<\/b> Sure, online donations are common today, but direct mail remains exceedingly useful because of the high response rate, the personal nature of physical letters, and the valuable target audience. Good luck!<\/p>\n<p><a href=\"https:\/\/get.bloomerang.com\/ebook-strategies-to-boost-your-annual-fundraising-appeal\" target=\"_blank\" rel=\"noopener noreferrer\"><img decoding=\"async\" class=\"alignnone wp-image-33787 size-full\" src=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2018\/10\/Strategies-to-Boost-Your-Annual-Fundraising-Appeal-CTA.jpg\" alt=\"annual fundraising appeal\" width=\"670\" height=\"250\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Now more than ever, effective fundraising is what your nonprofit depends on to survive. Your team likely spends countless hours planning events and campaigns in order to raise money for programs and projects that will further your cause. All this fundraising definitely involves sending appeals to your donor base. Whether you\u2019re sending general donation requests, [&hellip;]<\/p>\n","protected":false},"author":319,"featured_media":53013,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_relevanssi_hide_post":"","_relevanssi_hide_content":"","_relevanssi_pin_for_all":"","_relevanssi_pin_keywords":"","_relevanssi_unpin_keywords":"","_relevanssi_related_keywords":"","_relevanssi_related_include_ids":"","_relevanssi_related_exclude_ids":"","_relevanssi_related_no_append":"","_relevanssi_related_not_related":"","_relevanssi_related_posts":"","_relevanssi_noindex_reason":"","footnotes":""},"categories":[1],"tags":[],"cause":[],"article_author":[],"webinar_host":[],"topic":[80,344,351,403],"class_list":["post-53007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","topic-direct-mail","topic-fundraising-general","topic-marketing-communications","topic-strategy-planning"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Direct Mail in a Multi-Channel Fundraising Strategy<\/title>\n<meta name=\"description\" content=\"A multi-channel fundraising strategy is an effective way to capture a broad audience. 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Read about the benefits of direct mail in your multi-channel approach.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bloomerang.com\/blog\/direct-mail-in-a-multi-channel-fundraising-strategy\/\" \/>\n<meta property=\"og:site_name\" content=\"Bloomerang\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bloomerangtech\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-06T09:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-29T20:40:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/bloomerang.com\/wp-content\/uploads\/2021\/03\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"682\" \/>\n\t<meta property=\"og:image:height\" content=\"219\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Grant Cobb\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@GivingMail\" \/>\n<meta name=\"twitter:site\" content=\"@bloomerangtech\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Grant Cobb\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/\"},\"author\":{\"name\":\"Grant Cobb\",\"@id\":\"https:\\\/\\\/bloomerang.com\\\/#\\\/schema\\\/person\\\/a642bc221ee0a2b82c5b952d06f1c88a\"},\"headline\":\"Direct Mail in a Multi-Channel Fundraising Strategy\",\"datePublished\":\"2021-04-06T09:00:00+00:00\",\"dateModified\":\"2025-08-29T20:40:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/\"},\"wordCount\":1481,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/bloomerang.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/bloomerang.com\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature.jpg\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/\",\"url\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/\",\"name\":\"Direct Mail in a Multi-Channel Fundraising Strategy\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/bloomerang.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/bloomerang.com\\\/blog\\\/direct-mail-in-a-multi-channel-fundraising-strategy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/bloomerang.com\\\/wp-content\\\/uploads\\\/2021\\\/03\\\/GivingMail_Bloomerang_Direct-Mail-in-a-Multi-Channel-Fundraising-Campaign_Feature.jpg\",\"datePublished\":\"2021-04-06T09:00:00+00:00\",\"dateModified\":\"2025-08-29T20:40:41+00:00\",\"description\":\"A multi-channel fundraising strategy is an effective way to capture a broad audience. 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Bloomerang synchronizes donor data across these nonprofit tools and empowers fundraisers to raise more.\",\"email\":\"info@bloomerang.com\",\"telephone\":\"1-866-332-2999\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"501\",\"maxValue\":\"1000\"},\"address\":{\"@type\":\"PostalAddress\",\"streetAddress\":\"9120 Otis Avenue\",\"addressLocality\":\"Indianapolis\",\"addressRegion\":\"IN\",\"postalCode\":\"46216\",\"addressCountry\":\"US\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/bloomerang.com\\\/#\\\/schema\\\/person\\\/a642bc221ee0a2b82c5b952d06f1c88a\",\"name\":\"Grant Cobb\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/bloomerang.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/givingmail-96x96.png\",\"url\":\"https:\\\/\\\/bloomerang.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/givingmail-96x96.png\",\"contentUrl\":\"https:\\\/\\\/bloomerang.com\\\/wp-content\\\/uploads\\\/2021\\\/02\\\/givingmail-96x96.png\",\"caption\":\"Grant Cobb\"},\"description\":\"Grant Cobb is a fundraising specialist with over 6 years of experience in the nonprofit space. 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