Some marketers think their online and offline marketing strategies can’t mix. But this isn’t the case, especially when it comes to direct mail and websites. Directing targeted traffic to your website is about building a list of people who match the profile of your ideal member. If the offer is right, the prospects will respond.…
Maintaining membership rates is crucial for the health of any organization. You can build a base of supporters, but keeping your members loyal is an ongoing commitment. You can continually recruit new members, but if you have a leaking bucket, meaning members flowing in the top but slowly leaking out the bottom, you are wasting…
Timing is everything in a direct mail marketing campaign. Running your organization involves many moving parts. Planning perfectly timed direct mail may not rank as a high priority on your list, but timing is one of the simplest and most important aspects of any marketing campaign. Sending time-sensitive mailers too late can reduce your response…
If your members’ experience is poor, they aren’t likely going to engage positively with your organization. Unengaged members are less likely to log in, less likely to consume your content, and won’t participate in your community. Ultimately, they are less likely to stick around long-term. Crafting a remarkable member experience comes down to finding ways…
Both your prospect list and your house list are an essential part of your direct mail project. You can’t design or create an appealing offer without knowing who you will mail the item to afterward. You risk losing valuable time and money if you send your mail to the wrong audience. Marketers use prospect lists…
Frequently reaching out to prospects and current members is vital to the growth and stability of your organization and its mission. You need to regularly communicate with your ideal audience to ensure the success of your plans and goals. The Rule of Seven is an old marketing proverb. It’s the idea that a potential subscriber…
In the digital age, it’s easy to say we don’t need a physical membership card for our members. It’s easier for us to email members a card instead of mailing them a physical copy. But like digital marketing, a digital membership card can get lost in the clutter and be easily forgotten. In the long…
Organizations are continuously searching for new ways to expand their member outreach. Right now, personalization is at the top of marketers lists. Personalization uses digital marketing tools and data analytics to produce compelling marketing opportunities. Using these tools, non-profits can choose pieces of information to generate one-of-a-kind direct mail pieces for prospective and existing members.…
The psychology behind every donor is complex. Every person has various drivers that lead them towards something or drive us away. Non-profits can benefit significantly by trying to mirror many for-profit companies who make a great effort to please their customers. When you think of big-name for-profit companies, you may think about consistently amazing customer…
RFM (recency, frequency, monetary value) modeling and segmentation is a fantastic method to identify groups of members for special treatment. You can use RFM segmentation to determine who is most likely to make donations. People who have donated once are more likely to give again. When you recognize the groupings in RFM segmentation, you can…
Member satisfaction is the key to your growth as a nonprofit., but it can be a challenge to create the right member experience. When you learn how to interact and engage with members, you can help turn your nonprofit into a flourishing organization with members who are eager to participate. There are numerous approaches your…
Personalization and customization are popular words in marketing. Despite their unique importance, many marketers make the bad habit of using the two terms interchangeably. Personalization and customization are not the same; both words have different meanings. Both are also vital to all marketing projects. Here is some helpful information describing the two terms and why…