Eight Reasons Why Direct Mail Still Works

As a marketer, it is easy to get caught up in the newest and most popular trend such as social networking, or Web 3.0 while forgetting about the time proven medium of direct mail. While some may regard direct mail as "out of date" or irrelevant, there are several compelling reasons why direct mail is still effective and should not be ignored. Here are eight...

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As the recession has deepened, acquisition of new donors through direct mail has become more difficult. In a session titled "Keep the Acquisition Ideas Coming: List Optimization" at the recent DMA 2010 Washington Nonprofit Conference, four speakers provided techniques to refine selection of prospect lists to improve acquisition results.

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If you've been racking your brain on finding ways to "bump" your nonprofit website's visibility among search engines, then these five tips may be just the insight you've been searching for...

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Many times, a fundraising approach will seek out and mail a piece that will most likely reach the majority of their targeted donors. In order to optimize donor communication however, (and ultimately revenue), it may be wise to also follow up with communication to specific donor groups. "We're stuck in a campaign-centric view..."states Steve Caldwell (strategy director at Merkle) "We need to become more donor-centric..."

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The next time you wish the mail to a particular market segment, consider consulting a list broker first, before calling up the lead trade journal. Bob Bly (author of "The White Paper Marketing Handbook") gives valuable advice on how you can boost your B-to-B direct mail response rates...

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