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The Nonprofit Marketer's Guide to Donor Break Through Featured

The Nonprofit Marketer's Guide to Donor Break Through Reynardo Etenia Wongso

Nonprofit leaders are passionate and dedicated to their missions. But, many are finding themselves in a tough spot. According to Candid, 8 to 25 percent of US nonprofits may be forced to close in the next year or two. Why? Because they’re being forced to do more with less.

Nonprofits don’t have the resources to constantly update marketing technology and optimize multichannel campaigns. Their stacks aren’t fully mature when comparing them to B2C and B2B companies. Consider the following: more than 50 percent of nonprofits don’t use customer relationship management systems (CRMs) or marketing automation tools to engage donors, volunteers and members.

That said, nonprofits still need to break through other marketing clutter and make impactful touchpoints with the communities they serve and the donors they rely on. Marketers can accomplish this by implementing marketing automation technology. Multi-purpose martech optimizes productivity, decreases repetitive work and increases audience engagement. Eighty percent of marketers see an increase in leads after marketing automation implementation. If it commands more business leads, it also drives more donors and volunteers.

My suggestion: nonprofits must update tech stacks by combining the new technology with proven channels, marketing automation and direct mail.

Despite being one of the traditional channels in the marketing playbook, multichannel campaigns including direct mail report 18 percent higher ROIs than those without direct mail, according to a report published by PFL. Furthermore, 84 percent of report respondents indicated that orchestrated direct mail improves multichannel campaign performance.

Leveraging tactile marketing automation (TMA) — the strategic merging of marketing automation and direct mail — allows nonprofits to create strong connections with donors they need to thrive and survive.

Read on to understand why TMA is the answer to the question haunting nonprofit marketers; how do I accomplish more with less?

Integrates touchpoints for maximum impact

With TMA, direct mail works in tandem with other channels in a nonprofit’s mix. In order to generate results, hitting target audiences at the right time is a must––whatever channel they’re engaging in. For example, if a past donor opens an email or visits the homepage of a nonprofit’s website, and hasn’t donated this past year, TMA could trigger a piece of direct mail to spur the individual to donate. This is similar to abandoned cart campaigns for B2C brands. Or, if an individual donates, a branded ‘thank you’ box can be sent automatically in response. With this strategy, the recipient knows they’re top of mind for the nonprofit, encouraging future donations and participation. With targeted outreach, based on intent action, organizations aren’t sending direct mail to everyone on its contact list—a costly and wasteful proposition. Instead, intent experiences drive better, cost-saving results, helping nonprofits do more with less.

Personalized experiences drive results

Personalization is more than just changing the mailing address and the first name on a piece of content. Opening mail or a box filled with a nonprofit’s identity can be a remarkable experience if executed correctly. According to marketers, when conducting multichannel campaigns, data accuracy is the most important factor to overall success. It allows for a complete understanding of a specific stakeholder’s needs and intent — how they’ve previously interacted with the organization, why or how they’re involved, and why they’re passionate about the cause. Now, nonprofits can create tailored tactile experiences based on an individual’s passions and past actions. TMA follows suit as nonprofits may leverage donation and volunteer history, event attendance, and marketing engagement to create truly immersive experiences. One’s history goes into messaging rather than just batching and blasting generic touchpoints.

Nonprofit marketers are forced to do more with less as they seek to break through to the donors they rely on. Tactile marketing automation allows organizations to make those meaningful connections they need to thrive via remarkable, intent-driven marketing experiences. 

Nick is an accomplished executive with nonprofit experience, developing and implementing marketing strategies that drive fast and scalable growth. As president of PFL, he helps marketers achieve unmatched results through direct mail orchestrated with digital marketing and sales.

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