"Dale's" mail (pt 4): everything else...
Today we stroll through the “extra” pieces we found floating in and around Dale’s 60 mail packs.
We will look at the included inserts.
35 (of 60) had nothing else in the pack aside from the letter, reply and Business Reply Envelope.
Years of testing tells us that adding a thoughtful lift or insert often will increase your response. Like I tend to say: more can often be more…
BUT… not always.
22 (of 60) packs had 1 insert.
8 (of 60) packs had 2 inserts.
3 (of 60) packs had 3 inserts
1 (of 60) packs had 4 inserts.
So what types of inserts were included?
There were:
6 were labels of some type.
4 were newsletters.
4 were about other types of giving. One org seemed to include this type of insert in both of their mailings to Dale.
4 were pieces that rounded out the case for support as it was stated in the letter.
3 were pieces that expressed some gratitude and impact of previous appeals and giving.
3 were specifically talking about the impact of COVID on the org and giving.
3 included more information about the matching gift.
2 were personalized certificates.
2 were more random information about the organization.
2 unpacked a number of tangible items of what various giving could do or accomplish.
2 were a simple personal note to Dale.
2 were supporter cards.
2 were notecards.
2 were stickers.
1 was a bounce back piece that the donor could write a little note on to send to a beneficiary.
1 was more information about it’s TV shows (it was a mailing from a PBS station).
1 was a celebration of a big corporate gift.
1 was a note from a donor to the org about how much they liked a premium. (Strangest thing I’ve ever seen to be honest.)
1 was a simple generic note.
1 was gift labels.
Some of these inserts can dramatically increase response and giving. Newsletters, pieces that round out or add to the case for support or show the case in a more visual manner are wonderful additions to a mail pack, unpacking what various levels of giving will accomplish (tangibles) tends to lift your average gift since donors now actually understand what their gift of $X will do and a simple holiday bounce back gives the donor a chance to talk to you, tell you something about themselves and this can create an emotional connection to their gift/giving.
Some of these inserts will/might help get a gift. More information about a matching gift, supporter cards, notecards, labels and stickers all can potentially help get a gift for various reasons.
Some of these inserts add next to nothing - in the context of securing a gift. From my experience anyhow. I have no data from these mailings to know if I am right or wrong. Random information about your org or your new website, your latest TV shows, your new logo, how amazing a corporate partner are or a letter from a donor to the org expressing some appreciation for a premium - LIKELY - will not increase average gift or response rates.
A few other things:
18 of the inserts were simple in design and low production. Basic stock and design. Could have come off a laser printer in the back room.
18 of the inserts were complex in design and high production. Glassy or heavy stock, obviously manufactured and a little over the top in some cases for what it was being used for.
AND
17 of the inserts ADDED to the case, in some capacity, that was presented in the letter. I’m not saying it was done well or not - but the intention was to support the ask in the letter.
19 of the inserts DID NOT add to the case. They were pieces that had nothing to do with what the appeal letter was asking for.
I point these things out because quite often, the best performing direct response looks like a personal piece of communication from “me” to “you”. Online and offline.
Donors tend to be quite sensitive to optics. Things looking too expensive or unnecessary might not be appreciated. Be thoughtful about that. A clearly articulated ask is more important than something that just “looks” nice.
In the same vein, ask yourself, what else can we add to the pack (if anything) that will round out what we are asking for. Will a photo do or can we illustrate the problem in a different or unexpected way. Do we have another voice that can share the problem from a different perspective?
Your direct mail isn’t a vanity project for your marketing and comms team or to celebrate how amazing you are.
This exercise, of going through Dale’s mail, has really shown me and hopefully you that the bar to impact your donor in a positive way is very, and terribly low.
I get being “financially responsible” and not spending more on a mailing that you will make. But adding an extra piece or two that only inspires Dale to give is smart and effective.
I also know that Dale is, what I would consider, a special donor to some of you. She is extremely loyal to a couple of these orgs, and/or a monthly donor and/or gives multiple gifts a year to some of them.
However - I see ZERO special acknowledgement of her efforts in any remarkable form in these packs. No real handwritten notes, no hand signed letters, no personal touches. Nothing.
The bar is so, so low. And it really frustrates me. It makes me sad for Dale and for you.
We ALL can do better.
I hope this series has been helpful to you or your team.
We can always do better for our donors. And it is often the smallest, simplest things that can make Dale feel cherished and seen by you.
I hope a year from now, when I do this again, we will see that reflected in her mailbox.