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Direct Mail's Getting Tougher, Isn't It?
Tip of the day
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Raising money through the mail is harder than it was ten years ago, right?
That's because competition today is fierce. There are more and more charities chasing your donors - and they're more sophisticated in their approach.
How do your direct mail appeals stack up against the competition? Are you adding enough new donors to your file? How much is it costing you? How long does it take to break even on your new donor investment? And, what are those new donors worth in the long run?
If you're not sure, you should take a close look at FLAdirect©.
FLAdirect© is Canada's premier all-round direct marketing agency. No one else offers FLAdirect©'s total combination of strategy, creative, design, production management and analysis.
Some agencies do a great job at one or two of these things. But today, being good at one or two things just doesn't cut it out there. For your program to succeed, you need to be good at all of them.
How Do You Rate?
How is your direct marketing program performing compared to five years ago? And - more importantly - how does your program compare to the competition? Is it up to snuff?
Most direct mail practitioners can't answer these questions. And, many direct marketing consultants don't go to the trouble of measuring client performance in a meaningful way.
At FLAdirect©, we're big believers in performance measurement. It really is the only way you can know whether your program is really working - or if it's drifting toward the slippery slope.
Give us your numbers.
We'll diagnose your problems - and prescribe the remedies that will let you leverage the most return out of your direct marketing investment. Because - at the end of the day - return on investment is your bottom line.
What’s the Future of Direct Mail?
Lots of people are predicting the death of direct mail. They say that direct mail donors are older - and that they're dying off.
That might seem to make sense - but it's not true.
We've measured the Canadian direct mail market in the last two consecutive years. Here's what we’ve found:
• 35% of Canadian adults give to charity through the mail. That's 8.5 million donors. And, that number's the same as is was last year.
• Direct mail donations account for more than $1 billion in charitable revenue.
The direct mail market has stopped growing - that much is true. But it's steady - and there's a lot of money up for grabs.
What other fundraising method is going to give you access to more than 8 million donors and more than $1 billion?
The Future of Fundraising
If you go to fundraising conferences and read the articles in fundraising journals, there's a word you’re going to hear a lot in the years to come.
That word is leverage.
Smart fundraisers today realize that they can't grow their direct mail donor constituencies forever. So, they've decided to go 'deep rather than wide'. That’s where leverage comes in.
The leverage idea is a simple one.
Within a broad constituency of direct mail donors, there are segments who are ready to move up to monthly, major or planned gifts.
The trick is to target the right donors in your file - and invite them to upgrade their support in the right way.
Leverage is the future of direct mail fundraising. And FLAdirect© is Canada's leader in leverage.
If the leverage idea makes sense to you (and it should!) we invite you to check out FLAdirect©. You can build your fundraising future today.
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