Sunday, October 2, 2022
HomeFundraisingAdvertising Matching Presents With Direct Mail Outreach

Advertising Matching Presents With Direct Mail Outreach


Whereas digital communication is a speedy and environment friendly outreach technique, some donors want communication by way of junk mail. That’s why we suggest taking a multi-channel strategy to advertising matching presents with junk mail outreach and on-line engagement efforts.

This fashion, you’re capable of attain a considerably wider viewers whereas providing extra touchpoints to make your supplies stand out. And ultimately, meaning extra matching presents to your trigger.

Now, you could be asking your self (or your staff): “Is paper advertising outdated?” The straightforward reply is that no, it’s not. In truth, there are a selection of donors who nonetheless want the non-public contact of tangible mail.

When individuals learn junk mail, versus e-mail or different on-line communications, the interplay between ink and paper does one thing to assist individuals higher keep in mind what they’re studying. Widespread sense would advise that you just don’t simply need individuals to examine matching present packages; you need individuals to recollect them.

Although digital giving strategies are en vogue as of late, some donors don’t reply to internet-based outreach. Whether or not your donors are much less technologically savvy or just want a great, old school letter, some donors are finest contacted by the (nonetheless vigorous) snail mail course of.

This will likely embrace a mix of:

The controversy between paper communication and technological communication has raged on for years. Nonetheless, using each kinds of advertising works finest.

Each sort of junk mail has its place within the matching present donation cycle, and every one will enable you to higher attain that important section of donors preferring to work together by way of junk mail communications.

On this information, we’ll study extra about advertising matching presents with junk mail utilizing every of those methods. Let’s start!

Advertising Matching Presents With Letters

Use letters to remind donors to verify if their employers supply matching presents. Make certain the wording doesn’t learn like a sale however quite seems like a private communication between your nonprofit and the donor.

You need individuals to know that, by making use of for an identical present, they’re doing an incredible service to your nonprofit⁠—above and past their preliminary contribution. If in case you have the time and assets, think about writing your letters by hand. If not, you could determine to go for printed matching present letters.

Take into account these finest practices for advertising matching presents with junk mail letters:

Simply you’ll want to write to your donors like they’re human beings and share private tales to get them more and more invested in your trigger. This can encourage people to wish to go the additional mile to hunt out and take part of their employers’ matching present packages.

And if you obtain an identical present, keep in mind to say “thanks!” Even in the event you talk with a donor primarily by way of e-mail, a paper thanks within the mail might be a good way to indicate how a lot you respect the extra {dollars} (and the steps the donor took to safe the funding).

Instance Content material:

  • “Many employers supply matching present packages that would double and even triple your contribution. We invite you to hunt out matching presents in order that Atlanta College can proceed to coach the following era of changemakers.”
  • “Many firms supply packages that match worker donations to the Cat Rescue Membership. The tax-deductible portion of your membership contribution is commonly eligible to be matched as properly⁠—discover out extra on our web site!”
  • “Go to catrescueclub.org/employer-matching/ or go to https://doublethedonation.com/CRC to search out out if your organization will match your donation.”

Marketing matching gifts with direct mail outreach using a letter

Advertising Matching Presents With Direct Mail Inserts

When you don’t wish to edit your whole current advertising supplies to say matching presents, or if you wish to name added consideration to such packages, paper mailing inserts will be the offline advertising method for you.

Paper inserts are sometimes slips of paper included in extra donor mailings that decision particular consideration to matching presents. They usually are available quite a lot of varieties, as properly. Typically they’re so simple as small items of paper, although you can even get artistic and switch your paper insert right into a bookmark or one other longer-lasting materials.

Take into account these finest practices for advertising matching presents with junk mail inserts:

  • To scale back prices, design junk mail inserts smaller than a full web page or use a postcard.
  • Slightly than creating a further junk mail insert, incorporate donation-matching data on the again of an current paper insert materials.
  • Take into account retaining junk mail advertising methods for donors or members at greater giving ranges (and prioritize digital outreach for small and mid-level donors).
  • Stick with a restricted quantity of textual content that will get straight to the purpose⁠—sometimes an summary of matching presents and a name to motion to take part.
  • Incorporate eye-catching graphics that elevate the temporary message quite than take away from the content material at hand.
  • Encourage recipients to go to your web site (and, particularly, your devoted matching present web page) on the supplied hyperlink. If the URL to your match web page is lengthy or sophisticated to sort, think about together with a shortened model that routinely redirects to your matching present web page.

Unsolicited mail is extra prone to be observed by much less tech-savvy donors and members who aren’t exploring your web site frequently. Together with an identical present insert in new members’ or donors’ welcome packets, membership renewal supplies, or annual replace communications can carry extra consideration to matching presents.

Instance Content material:

  • “Matching presents can double your help for our group. Many firms supply packages that can match worker donations to our group. Is your employer one among them? Be taught extra about accessible matching present packages on our web site!”
  • “Matching presents and volunteer grants are necessary sources of income for our group. Go to our matching present web page to search out out if your organization will match your donation and to entry the suitable varieties and tips.”

Marketing matching gifts with direct mail outreach using a direct mail insert

Advertising Matching Presents With Postcards

Individuals love receiving customized mail, and postcards might be a good way to make your supplies stand out. In any case, you get to right away surpass the difficulty of donors who by no means get previous the primary impediment⁠—the envelope.

Consequently, postcards might be an particularly efficient solution to encourage donors to submit matching presents.

Take into account these finest practices for advertising matching presents with postcards:

  • Summarize what matching presents are and what the monetary influence is.
  • Remind donors to submit their matching present requests to their employers.
  • Directs recipients to a website (or particular person’s contact data) the place they’ll entry extra data.
  • Decide which segments of donors to which you’ll ship postcards⁠—together with all current donors, current donors above a sure threshold, donors recognized as match-eligible, or donors who’ve submitted matching presents for previous donations however haven’t but for his or her most up-to-date contributions.

Simply as with the solicitation letters, the extra customized you can also make your postcards, the higher. Handwritten playing cards are nice, however on the very least, you’ll wish to have your postcards signed by hand. Realizing that an actual individual cared sufficient to jot down (or signal) your mailing can go a great distance towards connecting with recipients on a person stage.

Instance Content material:

  • “Get your donation matched! Scan this QR code to go to our web page on company matching presents and discover out in case your employer will match your beneficiant donation to our trigger.”
  • “Do you match? Go to www.lls.org/matching-gifts/ to look our matching present database and rapidly entry your organization’s matching present program tips.”

Marketing matching gifts with direct mail outreach using a postcard - front

Marketing matching gifts with direct mail outreach using a postcard - back

Advertising Matching Presents With Thank-You Notes

It’s seemingly that your nonprofit is receiving matching present checks a number of months after the unique donations. Sending thank-you notes is a good way to inform your donors that the matching contributions had been obtained.

Thanking donors is just not solely the precise factor to do, nevertheless it additionally instills a constructive impression in donors’ minds and finally closes the loop. Consequently, donors will likely be extra prone to make future contributions with matching presents.

Take into account these finest practices for advertising matching presents with thank-you notes:

  • Make the most of a “thank-you” card that’s each simple to learn and eye-appealing whereas additionally staying true to your model’s coloration scheme.
  • Ask donors to maintain your group within the loop all through their matching present request course of (i.e., indicating after they’ve submitted their match), which lets you higher monitor and file incoming matching donations.
  • Present insights into the tangible influence the person’s donation match can supply your group and its beneficiaries.
  • Share gratitude for each the donation match and the person’s preliminary donation.

For giant establishments, the probabilities are that you just’ll be sending notes to extra individuals than hand cramps you care to endure. Printed supplies are a speedy and environment friendly different to handwritten letters, however in order for you that non-public contact, decide up a pen and scribble a fast message. Even simply signing on the backside can present an additional stage of dedication that donors will reply to!

Instance Content material:

  • “We just lately obtained an identical donation from the Dwelling Depot because of your beneficiant donation and subsequent match request on our behalf. Thanks to your fixed help of our trigger!”
  • “Thanks for submitting your matching donation! Your help goes above and past to assist us fulfill our mission. Our staff, and the beneficiaries we serve, will without end be pleased about your contributions to the marketing campaign.”

Marketing matching gifts with direct mail outreach using a thank you note

Advertising Matching Presents With Bodily Newsletters

Bodily newsletters as a advertising medium supply a novel alternative for organizations to share content material that goes in-depth in regards to the particulars of matching presents. In any case, this technique sometimes encompasses an elevated quantity of area to articulate why matching presents are necessary⁠—and their particular advantages to your nonprofit⁠—as in comparison with another junk mail and even on-line advertising ways.

This, in flip, brings them nearer to your nonprofit in a manner that makes them really feel extra in contact with (and thus extra included) in your group.

Take into account these finest practices for advertising matching presents with bodily newsletters:

  • Share compelling statistics about matching present availability and potential (trace: we’ve compiled an inventory of impactful company giving analysis right here to assist).
  • Talk the worth of matching presents utilizing examples of tangible advantages that elevated funding can carry your group and its mission.
  • Direct readers to extra on-line assets the place donors can navigate to study extra about getting concerned with donation-matching.
  • Take into account creating an identical gift-specific version of your nonprofit e-newsletter, chockfull of details about the giving alternative.

Chances are high, you will have a web-based e-newsletter to share present occasions and updates surrounding your nonprofit group and its mission. However have you ever observed that some individuals nonetheless want the bodily newspaper to the digital version?

Consequently, a bodily e-newsletter provides you a greater probability of reaching donors who you may in any other case miss.

Instance Content material:

  • Matching presents happen when socially accountable corporations comply with financially match donations that their workers make to eligible causes. Nevertheless, thousands and thousands of eligible donors don’t know whether or not their corporations supply such a program! Consequently, greater than $4 to $7 billion in accessible matching present funding goes unclaimed yearly. Are you lacking out on potential matches out of your employer? Take a look at our web site to study extra about these alternatives and decide whether or not your most up-to-date donation is eligible for a company match.”
  • “Within the final yr, greater than $100,000 value of donations made to our charity had been recognized as eligible for company matching by donors’ using corporations. Nevertheless, solely a fraction of that quantity was truly processed and contributed by way of company matches. Think about what we might do if each match-eligible donor secures a company donation from their employer⁠. Consider all of the households in our group who gained’t go hungry, due to enough funding for our meals pantry! Discover out in case your employer affords an identical program by visiting www.henrypantry.com/matching.”

Marketing matching gifts with direct mail outreach using a physical newsletter

Advertising Matching Presents With Return Envelopes

In case your nonprofit is like different organizations utilizing junk mail to solicit donations, you most likely embrace a pre-addressed, pre-paid return envelope. This can be a frequent observe, the aim of which is to make it simple for donors to ship of their donations.

However do you know that the return envelope can be a chief spot to remind donors to look into their employers’ matching present packages?

Take into account these finest practices for advertising matching presents with return envelopes:

  • Maintain your textual content brief and candy⁠—you’re not going to have a ton of area on the skin of an envelope.
  • Direct recipients to extra assets the place they’ll study extra about matching present alternatives.

If a donor is submitting a present to your group by way of return envelope, there’s no higher time to tell them of the ability of matching presents.

Why?

These already-philanthropic donors can enhance the influence of their donations to your group with out spending any extra on their preliminary donation. Proper after they’re already within the giving spirit is the right alternative to tell them in regards to the alternative!

Instance Content material:

  • “Thanks for donating! Don’t overlook to see if your organization affords an identical present program. Go to atlantauniversity.edu/matching-gifts/ to entry your organization’s matching present kind, tips, and directions.”
  • “Subsequent steps: discover out in case your donation is matchable! Search your employer’s identify in our on-line matching present database at www.catrescue.org/employee-matching.”

Marketing matching gifts with direct mail outreach using a return envelope


Quite a lot of the time, scoring matching presents is about rising consciousness about these packages. Advertising matching present with junk mail outreach affords a bevy of how to connect with donors⁠—and a few donors even reply higher to paper mail than they do digital strategies.

From letters to postcards to newsletters, you will have a ton of choices to lift extra fundraising income than ever (each matching present and in any other case).

And keep in mind⁠—the query is rarely whether or not to market matching presents with junk mail or with digital outreach. As an alternative, a multi-channel strategy is almost at all times the very best resolution for speaking with donors, sharing data in efficient and memorable methods, and finally driving extra donation matches to completion.

Desirous about rising matching present advertising to your trigger? Take a look at our different instructional assets to lift extra:

  • Enhancing the Donor Journey with Matching Presents. Incorporating matching present outreach⁠—whether or not junk mail, digital, or a mix of the 2⁠—is without doubt one of the finest methods to enhance the donor journey and supply glorious supporter experiences. Learn the way with this information!
  • Company Giving and Matching Present Statistics [Updated 2022]. These company philanthropy, office giving, and matching present statistics are unbelievable however true. Be taught extra in regards to the present state of company giving, the potential that these packages supply for nonprofit causes like yours, and how one can shut the hole.
  • Company Volunteer Grant Applications: Be taught the Fundamentals. Hundreds of corporations present organizations with which their workers volunteer beneficiant grants equivalent to the variety of hours spent with the trigger. Like matching presents, volunteer grants allow supporters to do extra for his or her favourite charities!

Learn more about marketing matching gifts with direct mail outreach with Double the Donation.

RELATED ARTICLES

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Most Popular

Recent Comments