Variable data printing is a form of digital printing that allows customization while completing a large project. Text and images can be changed throughout the printing process without slowing down the finished project. VDP allows you to customize materials with members’ names and addresses while reaching a completed project quickly. Images and graphics can be used to add more visual personalization to your direct mail pieces.
Non-Profits and VDP
Non-profit organizations have a unique perspective and a different set of goals compared to most industries competing in the marketing world. Instead of selling a product, non-profits want to seek out new members, gather donations, and capture the attention of volunteers. Many non-profits need to focus on fundraising efforts throughout the year. They also want to educate people on their organization’s mission and goals while attempting to build a trusting relationship. But how can a non-profit develop a relationship with people who view them as a stranger? The answer is easy: Don’t treat current and future members like strangers.
Obtaining New Donors
When an organization is reaching out to someone to join their cause, a special bond needs to be formed from the beginning. There are many non-profits for somebody to choose to support. Each person needs to understand why they should support your cause over other options. If you treat new donors like strangers, it’s not likely they will view your non-profit as welcoming.
A lot of companies send generic direct mail labeled “Current Resident.” No one feels like a valued person when they only receive mail because of their physical location. People feel recognized when their name is used even if it’s by an organization with which they are not yet familiar. Responses to direct mail are greater when a personal touch is added. VDP methods allow you to add a new name with each material and turn a generic message into a very personal approach. This personal approach will start your bond quicker than using a generic method.
Keeping Current Members Engaged
Once you have the dedicated attention and commitment of a member, it’s important to keep them informed. Sending generic messages like “Thank you for your donation” or “Thank you for your time volunteering” doesn’t show genuine appreciation. Members want to know what their donations are going towards and how your mission has benefited from their monetary contribution. If members can see their gift put to good use, then it’s more likely they will continue to support your non-profit and help your mission grow.
The same concept applies to volunteers. Volunteers want to be aware of what their donated time has helped develop and create within the organization. Adding personal flair through variable data printing can help you add a personal message to each of your members. You can also include graphics and images to show how their monetary donations and volunteer hours have helped influence the growth of your mission. Sharing photos of a volunteer or fundraising event can help them keep those memories and look forward to the next time they donate or volunteer.
Even in a digital world, fundraising is still the most effective through direct mail channels. Email inboxes are full of marketers which results in most emails going unnoticed and unread. People are overwhelmed with the number of emails they receive daily. Physical mailboxes are not as overloaded. When a mail piece is personalized with VDP, it will grab the receiver’s attention right away. When you know your members, variable data printing is an easy way to reach them thoughtfully. People feel more valued when receiving a personalized piece of mail instead of bulk, generic email messages. Variable data printing continues to help organizations thrive. VDP helps create an individualized experience for each member.
Valtim and Variable Data Printing
Valtim can help personalize large quantities of marketing materials for your organization. We can go beyond personalizing pieces with your member’s names. We can add their personal contact information, their unique member code, and include images that are unique to your donor. Let Valtim help craft every direct mail piece with a personal touch.