"Everyone" (whoever they are) is talking about leaving paper mail behind and moving to online marketing through opt-in email. That's a lovely idea and all, but how in the world do you get people to opt in? That's usually the first question that nonprofits ask me when it comes to online fundraising. And if not, then it's the first one I ask them.
It's a good question. The answer isn't so easy. The strategies to building your email list are many and vary in complexity and efficiency depending on your budget, audience, and long term goals. But one strategy can work for just about anybody: postcards.
Postcards are THE single most effective piece of direct mail. In the for-profit world, they generate a lot of attention and response.
Postcards don't need to be opened. They have no messy envelopes. And they are cheap to produce -- you can get a full-color postcard for about half the cost of a black and white letter package.
Surprisingly, postcards are underused in the nonprofit world. "They have no reply envelope" is the complaint of many development directors. Exactly. That's why they are so good for driving traffic online.
You can use a postcard to grab your donors' attention and direct them to a story on your web site. Or use it to promote a story in your upcoming e-Newsletter. Provide a teaser in the postcard to grab your donors' attention. And then say, "To hear the rest of the story, sign up for our e-Newsletter. We'll tell you all about it in our upcoming November edition."
A few tips:
- Make sure your privacy policy is visible both on the postcard and online. Let donors know you'll respect their information.
- Keep the postcard visually interesting. Less is more.
- Make the URL highly visible and simple to remember. (www.yourorganization.org/signup)
- Offer an incentive. People who sign up by a certain date can be entered to win an iPod Shuffle, or something else they might like.
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