Having an active, two-sided relationship with your members and donors is essential to the growth and further support of your organization. You want to ensure that when you send members information and updates regarding your organization, it is well received. Sending mass emails or letters to members with the same content written verbatim can dishearten your members or worse, make them lose interest in your cause. Luckily, variable data printing can be just the solution you need to retain the interest of your members and to even increase the amount of donors you have.
Benefits of Variable Data Printing
Variable data printing (VDP) involves the customization of graphics, text, images, and other content on a printed piece. You can personalize your mail pieces or emails so that the content is unique from one another. Personalizing the content on your mail pieces is an effective solution in bettering member relationships. Just by addressing the letter specifically to your member (i.e. writing Dear, Jane instead of Dear, member), you exemplify to the member that they are special and mean a lot to your organization.
However, writing the name of your member or donor rather than a generic placeholder isn’t the only thing you can do when it comes to variable data printing. You can tailor each mail piece to the preferences or interests of your members by changing the background color or image, altering the written content, and more. When you utilize VDP, the response rate from members is sure to increase. Variable data printing can help the supporters of your organization feel more valued, and therefore, they will be inclined to further support the cause of your organization.
What is VDP?
Besides gaining more support for your organization, VDP can help you bond with and learn more about your members. You can use VDP to create actionable conversations with your members and show investment in their participation. If a member recently moved to a new address, you can mention that within their direct mail piece. Individuals are often more inclined to respond back to organizations who take an interest in them rather than those who send out generic mass direct mail pieces or emails.
A key aspect to VDP is personalization. Personalization is a very effective method of VDP because it involves uniquely crafting the content per piece as it relates to the recipient. Personalization can involve a simple change in font size to a change in background. With personalization, the options are endless and your response rate is sure to increase because of it.
Another way you can implement VDP is through code printing. You can add your members’ unique code to their mail piece, QR codes, or other types of codes that may prove beneficial to your organization and your donors.
How Valtim Can Help With VDP
Variable data printing provides marketers with the tools they need to improve response rate. To effectively use variable data printing in your marketing campaign, consult with Valtim. We provide organizations with the best resources and craft their mail pieces accordingly per each member. We also customize the design per mail piece, including a change in color, font size, and more. We also replace parts of the content, and integrate your members’ information directly in the response letter so that they can respond with ease. Your mail pieces are guaranteed to have a more personalized feel and you are sure to see an increased response rate and a return on investment (ROI). Contact Valtim to setup your next Variable Data Printing Campaign.
