Advertising Matching Items With Direct Mail Outreach

Whereas digital communication is a speedy and environment friendly outreach technique, some donors desire communication through junk mail. That’s why we advocate taking a multi-channel method to advertising and marketing matching presents with junk mail outreach and on-line engagement efforts.

This manner, you’re in a position to attain a considerably wider viewers whereas providing extra touchpoints to make your supplies stand out. And in the long run, meaning extra matching presents on your trigger.

Now, you is perhaps asking your self (or your crew): “Is paper advertising and marketing old-fashioned?” The easy reply is that no, it’s not. Actually, there are a selection of donors who nonetheless desire the private contact of tangible mail.

When individuals learn junk mail, versus electronic 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 simply don’t simply need individuals to examine matching reward applications; 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 desire a superb, old school letter, some donors are greatest contacted by means of the (nonetheless full of life) snail mail course of.

This will likely embrace a mix of:

The talk between paper communication and technological communication has raged on for years. Nonetheless, using each forms of advertising and marketing works greatest.

Each sort of junk mail has its place within the matching reward donation cycle, and every one will show you how to higher attain that important section of donors preferring to work together through junk mail communications.

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

• Goal your direct mailings to energetic donors who’ve lately contributed a present to your group.
• Analysis your donors (and their matching reward eligibility) earlier than sending your letters to make sure you’re not throwing away any postage.
• Take a multi-channel method to speaking with donors, reminding them about matching reward applications through mail, and following up with digital communications.

Simply make sure you write to your donors like they’re human beings and share private tales to get them more and more invested in your trigger. It will encourage people to need to go the additional mile to hunt out and take part of their employers’ matching reward applications.

And while you obtain an identical reward, keep in mind to say “thanks!” Even should you talk with a donor primarily through electronic mail, a paper thanks within the mail may be an effective way to point out 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 reward applications 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 subsequent technology of changemakers.”
• “Many firms supply applications that match worker donations to the Cat Rescue Membership. The tax-deductible portion of your membership contribution is usually eligible to be matched as effectively⁠—discover out extra on our web site!”
• “Go to catrescueclub.org/employer-matching/ or go to https://doublethedonation.com/CRC to seek out out if your organization will match your donation.”

Advertising Matching Items With Direct Mail Inserts

For those who don’t need to edit all your present advertising and marketing supplies to say matching presents, or if you wish to name added consideration to such applications, paper mailing inserts would be the offline advertising and marketing approach for you.

Paper inserts are sometimes slips of paper included in extra donor mailings that decision particular consideration to matching presents. And so they are available in a wide range of varieties, as effectively. Typically they’re so simple as small items of paper, although you would even get inventive and switch your paper insert right into a bookmark or one other longer-lasting materials.

Contemplate these greatest practices for advertising and marketing matching presents with junk mail inserts:

• To scale back prices, design junk mail inserts smaller than a full web page or use a postcard.
• Reasonably than creating an extra junk mail insert, incorporate donation-matching data on the again of an present paper insert materials.
• Contemplate retaining junk mail advertising and marketing methods for donors or members at larger giving ranges (and prioritize digital outreach for small and mid-level donors).
• Follow a restricted quantity of textual content that will get straight to the purpose⁠—sometimes an outline 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 reward web page) on the offered hyperlink. If the URL on your match web page is lengthy or sophisticated to sort, take into account together with a shortened model that robotically redirects to your matching reward 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 reward insert in new members’ or donors’ welcome packets, membership renewal supplies, or annual replace communications can deliver extra consideration to matching presents.

Instance Content material:

• “Matching presents can double your assist for our group. Many firms supply applications that may match worker donations to our group. Is your employer one among them? Study extra about obtainable matching reward applications on our web site!”
• “Matching presents and volunteer grants are essential sources of income for our group. Go to our matching reward web page to seek out out if your organization will match your donation and to entry the suitable varieties and tips.”

Advertising Matching Items With Postcards

Individuals love receiving personalised mail, and postcards may be an effective way to make your supplies stand out. In any case, you get to instantly surpass the problem of donors who by no means get previous the primary impediment⁠—the envelope.

Because of this, postcards may be an particularly efficient technique to encourage donors to submit matching presents.

Contemplate these greatest practices for advertising and marketing matching presents with postcards:

• Summarize what matching presents are and what the monetary influence is.
• Remind donors to submit their matching reward requests to their employers.
• Directs recipients to a website (or particular person’s contact data) the place they will 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 personalised you may make your postcards, the higher. Handwritten playing cards are nice, however on the very least, you’ll need to have your postcards signed by hand. Figuring out that an actual individual cared sufficient to jot down (or signal) your mailing can go a good distance towards connecting with recipients on a person degree.

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 go looking our matching reward database and shortly entry your organization’s matching reward program tips.”

Advertising Matching Items With Thank-You Notes

It’s possible that your nonprofit is receiving matching reward checks a number of months after the unique donations. Sending thank-you notes is an effective way to inform your donors that the matching contributions have been obtained.

Thanking donors just isn’t solely the correct factor to do, however it additionally instills a constructive impression in donors’ minds and in the end closes the loop. Because of this, donors shall be extra prone to make future contributions with matching presents.

Contemplate these greatest practices for advertising and marketing matching presents with thank-you notes:

• Make the most of a “thank-you” card that’s each straightforward 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 reward request course of (i.e., indicating once they’ve submitted their match), which lets you higher observe and document 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 simply’ll be sending notes to extra individuals than hand cramps you care to endure. Printed supplies are a speedy and environment friendly various to handwritten letters, however in order for you that private contact, choose up a pen and scribble a fast message. Even simply signing on the backside can present an additional degree of dedication that donors will reply to!

Instance Content material:

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

Advertising Matching Items With Bodily Newsletters

Bodily newsletters as a advertising and marketing 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 methodology sometimes encompasses an elevated quantity of area to articulate why matching presents are essential⁠—and their particular advantages to your nonprofit⁠—as in comparison with another junk mail and even on-line advertising and marketing ways.

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

Contemplate these greatest practices for advertising and marketing matching presents with bodily newsletters:

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

Chances are high, you may have an internet publication to share present occasions and updates surrounding your nonprofit group and its mission. However have you ever observed that some individuals nonetheless desire the bodily newspaper to the digital version?

Because of this, a bodily publication offers you a greater likelihood of reaching donors who you may in any other case miss.

Instance Content material:

• Matching presents happen when socially accountable corporations conform to financially match donations that their workers make to eligible causes. Nevertheless, tens of millions of eligible donors do not know whether or not their corporations supply such a program! Because of this, greater than $4 to $7 billion in obtainable matching reward funding goes unclaimed yearly. Are you lacking out on potential matches out of your employer? Try our web site to be taught extra about these alternatives and decide whether or not your most up-to-date donation is eligible for a company match.”
• “Within the final 12 months, greater than $100,000 value of donations made to our charity have been recognized as eligible for company matching by means of donors’ using corporations. Nevertheless, solely a fraction of that quantity was really processed and contributed through company matches. Think about what we may do if each match-eligible donor secures a company donation from their employer⁠. Consider all of the households in our neighborhood who gained’t go hungry, because of ample funding for our meals pantry! Discover out in case your employer affords an identical program by visiting www.henrypantry.com/matching.”

Advertising Matching Items 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. It is a frequent observe, the aim of which is to make it straightforward for donors to ship of their donations.

However do you know that the return envelope can also be a primary spot to remind donors to look into their employers’ matching reward applications?

Contemplate these greatest practices for advertising and marketing matching presents with return envelopes:

• Maintain your textual content brief and candy⁠—you’re not going to have a ton of area on the surface of an envelope.
• Direct recipients to extra assets the place they will be taught extra about matching reward alternatives.

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

Why?

These already-philanthropic donors can improve the influence of their donations to your group with out spending any extra on their preliminary donation. Proper once 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 reward program. Go to atlantauniversity.edu/matching-gifts/ to entry your organization’s matching reward type, tips, and directions.”
• “Subsequent steps: discover out in case your donation is matchable! Search your employer’s title in our on-line matching reward database at www.catrescue.org/employee-matching.”

Numerous the time, scoring matching presents is about growing consciousness about these applications. Advertising matching reward 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 may have a ton of choices to boost extra fundraising income than ever (each matching reward 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 method is almost all the time the perfect answer for speaking with donors, sharing data in efficient and memorable methods, and in the end driving extra donation matches to completion.

Occupied with growing matching reward advertising and marketing on your trigger? Try our different instructional assets to boost extra:

• Enhancing the Donor Journey with Matching Items. Incorporating matching reward outreach⁠—whether or not junk mail, digital, or a mix of the 2⁠—is likely one of the greatest methods to enhance the donor journey and supply glorious supporter experiences. Learn how with this information!
• Company Giving and Matching Present Statistics [Updated 2022]. These company philanthropy, office giving, and matching reward statistics are unbelievable however true. Study extra in regards to the present state of company giving, the potential that these applications supply for nonprofit causes like yours, and how one can shut the hole.
• Company Volunteer Grant Packages: Study the Fundamentals. Hundreds of corporations present organizations with which their workers volunteer beneficiant grants akin 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!