NOT-FOR-PROFIT ORGANIZATIONS - INSIDE
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Marketing solutions for
NOT-FOR-PROFIT
ORGANIZATIONS
INSIDE
How to connect
with donors and
volunteers to
support your cause
INSIDE
3 A message from our CEO
Our mission: to help your
not-for-profit reach donors
6 The power of physical
How direct mail can help move
your not-for-profit forward.
12 Getting started
with direct mail
Targeting services and
and volunteers to support Canada Post partners that
your cause. 8 Success stories help you connect with
How not-for-profit your best prospects.
4 Challenges facing organizations are
not-for-profits today using direct mail. 16 Your direct mail
Attracting and re-engaging design checklist
donors and volunteers in Tips that can help you make
the post-disruption era. direct mail work for you.
2
A MESSAGE FROM OUR CEO
“Our goal is to provide you
with actionable insight you
need to move your not-for-
profit forward – and we’re
excited to help you do so.”
– Doug Ettinger, President and CEO, Canada Post
Canada Post is committed to supporting with existing donors and benefactors our powerful targeting tools, resources
the not-for-profit organizations that are while attracting new ones? How do you and partners. We’ll show you how
part of the very fabric of our nation. We create awareness for your cause and direct mail can help you build awareness
know that the not-for-profit sector has build trust that your organization is best for your cause and your organization.
been profoundly impacted by the recent positioned to respond to it? How do And we’ll show you how you can use
and unprecedented setbacks to our lives you get people’s attention and make an direct mail to get people to your web-
and economy. We know you’re looking emotional connection that will result in site, to take part in fundraising events,
for new donors and volunteers, while ongoing support? and to donate.
also looking to reconnect with those Direct mail – what we call Canada Post Our goal is to provide you with
who have supported you in the past. Smartmail Marketing™ – is and has long actionable insight you need to move
And we know that you are but one been a proven marketing choice for your not-for-profit organization – and
of thousands of not-for-profits vying not-for-profit organizations. That’s why the worthy cause it supports – forward.
for donations and volunteers we created this important resource We’re excited to help you do so.
across the country. about how direct mail can help you
Marketing will be key. But with so many overcome the challenges and take
options in marketing today, it’s hard to advantage of the opportunities you’re
know what approach will deliver the facing right now. We’ll show you how
best results. How do you stay connected you can reach your best prospects with
3
5 key challenges
facing not-for-profit
organizations today
The not-for-profit sector was heavily impacted by recent events, with
significant declines in donations, earned income and investment income
combined with challenges in recruiting volunteers. As the world works
through the recovery phase, marketing will be a key to reconnecting
with supporters and volunteers. You need to be savvy in order to move
forward in this new landscape – and it all starts with better
understanding it.
4
Take note of these 5 challenges
3
Crowded landscape
facing not-for-profits today There are over 85,000 registered charities in
Canada. Some receive the largest share of their
income from government, while others receive
1
theirs from Canadian households.2 Standing out in
Disruption the crowded landscape has always been a
challenge – and will continue to be.
The recent health crisis has created economic
uncertainties that have resulted in significant
declines in donations and earnings for most
4
Canadian not-for-profits.1 At the same time, many
are finding it harder to recruit volunteers and keep Multiple marketing channels
them engaged. Reaching donors and supporters Connecting with prospects and clients has
and recruiting and retaining volunteers are the never been more important. It’s also never
lifeblood of not-for-profits – and have never been been more complex. Will investing in digital
more important. and social channels deliver profitable returns?
What’s the best way to reach the kind of
2
prospects that can move your business forward?
Shifting values and needs And, once you’ve won a new client, what’s the
best way to build your relationship with them
The health crisis has focused people’s attention
and retain their business?
on a single issue that has overshadowed so
much else in their lives. The challenge for
5
not-for-profits will be to turn attention back to
other worthy causes that may or may not relate More to do, less time and
to immediate matters of health and wellness. money to do it with
During the recovery, not-for-profits will be
operating in a time-crunched, volatile
environment, where every dollar spent affects
the bottom line. The solutions for acquiring
and retaining supporters need to cut through
the daily clutter – and work.
The good news
These challenges are also opportunities that informed not-for-profits can seize. Keep reading. In this resource we’ll show
you how direct mail can be used, targeted and integrated with digital to help you better connect with the donors and
supporters you need to attract in order to succeed.
1-2. ImagineCanada.ca
5
THE POWER OF PHYSICAL
How direct mail can
benefit your not-for-profit
Direct mail is unlike any other marketing channel: it cuts through the
advertising clutter, putting your cause and your organization’s brand in the
hands of potential donors and supporters and lets them spend time
connecting with you.
STAY TOP-OF-MIND GET NEW DONORS
The numbers: When you add AND VOLUNTEERS
direct mail to your digital campaigns, The numbers: 79% of Canadians
you drive 39% more attention, save print advertising brought into
10% higher brand recall and the home, 68% of us are likely to
5% greater emotional response. share that direct mail, and 34%
The insight: You’ve got to maximize of us always or sometimes display
every opportunity to stand out, win advertising mail of interest to us
people over and rally them to your at home.
cause. Not-for-profits use direct mail to The insight: Direct mail physically
ensure past and potential supporters puts your cause and brand into
have a physical reminder of their brand, potential supporters’ hands and into
cause and initiatives. their homes. Because it lingers in the
home, your direct mail can continue to
The tip: The Canada Post work for you until your prospects are
Neighbourhood Mail™ solution can be ready to donate.
used to ensure your cause and brand
get into every home and apartment The tip: Whether it’s to make a
that meets your demographic criteria in donation, attend a fundraising event,
your selected areas across the country. or volunteer some time, make sure
your direct mail includes a clear call to
action.
6
BUILD TRUST The insight: Online donations offer
donors convenience and allow you to
The numbers: 57% of people feel capture valuable data on them.
more valued when brands contact
them through mail.
The tip: Use direct mail to encourage
The insight: Building trust is a key
website visits and donations.
Integrate your mix
for not-for-profits. Direct mail gives
you more space to make your case Did you know that compared with
for support. EXTEND YOUR REACH single-media digital campaigns,
integrated direct mail and digital
The numbers: More than 1.9 million campaigns elicit significantly more
The tip: From the paper to the design, Canadians live in apartments or condos attention?
the quality and feel of your direct mail and only Canada Post delivers mail
item reflects your cause and organization. to those addresses. It’s true. People spend 186 %
It’s all about credibility. more time with integrated direct
The insight: Many of your high-
mail and display campaigns than
frequency donors live in apartments and
display-only campaigns – that’s
DRIVE CUSTOMERS condos. In large urban centres, you’ll
40 seconds vs. 14 seconds. The
ONLINE find singles, millennial couples and
trick to successfully integrating your
retired boomers in residential towers.
The numbers: 64% of people mix is to ensure items online have
surveyed visited a website the same look, feel and tone as the
after receiving direct mail1 and The tip: Get results by using direct mail items you send in the mail.
54% engaged with social media in a target-rich environment like this.
after receiving direct mail.2
1. Swiss Post. Comprehensive Mail Study, 2014.
2. Royal Mail MarketReach. The Private Life of Mail, 2015.
7
Success stories
Success stories
Direct mail has long been an integral part of marketing mix for many
not-for-profits. The following three success stories provide examples
of smart uses of direct mail that delivered significant returns for three
worthy causes.
8
Success stories
SickKids Foundation
SickKids threw out the book on marketing
with record results.
Philanthropy is a critical source of at the hospital each day,” says Lori
funding for SickKids Foundation, which Davison, Vice-President of Brand
had achieved donations with typical Strategy & Communications, SickKids
charitable campaigns based on Foundation. In its fourth year, SickKids
vulnerability and need. Money came VS has proven what an idea can do
mostly from women over 35. To finance when it is operationalized across an
a new hospital and secure its future, organization effectively. With a
SickKids needed more. In 2016, distinctive brand and focused strategy,
partnering with Cossette, they took the move away from traditional
back the fight, creating a fresh platform charitable tactics and “sadvertising” has
that behaves like a performance brand expanded relevance and appeal. The
to incite donors to join them. brand platform changed internal
perceptions, shifted culture and
channels are working together to deliver
Challenge provided the impetus to restructure
a clear, integrated message. Channels
Ted Garrard, CEO of SickKids internally to better enable performance.
that create emotional appeal are
Foundation, explains, “People who have
connected responsively to a call to
had a direct experience with the hospital Inciting action action in direct channels. Patients’
have seen the great work that goes on Instead of asking for help, SickKids VS
personal stories are matched to regions
inside SickKids, and they have also seen challenged people to join their fight –
and neighbourhoods to enhance the
the unacceptable limitations of our how could you not? Patients were
personal relevance of communications.
physical space itself…” SickKids had to transformed from victims to fierce
Their performance mindset means they
find new ways to appeal to the crusaders and superheroes as the VS
are constantly optimizing and testing
generosity of more donors: younger platform shifted perceptions and
channel mix and targeting parameters
parents, millennials, men. Year over year, evolved from campaign to campaign.
using data. For instance, mobile data is
the foundation also needed to create a The platform launched with SickKids VS
being used to target people right after
sense of fundraising urgency, to Undeniable. A two-minute video set the
they have seen an OOH billboard
maintain momentum until the last dollar tone for the campaign and then they
conveying an emotional appeal with a
was raised. took it to the streets. Giant billboards
quick follow-up call to action in social
and larger-than-life murals called citizens
media. Direct mail is being further
Relevance to action: “We’re building a new
segmented and personalized to create
By reframing everything – from SickKids and we need 5,000 monthly
more relevant and timely appeals within
campaign to platform, from victims to donors. Join us.” Donors could rep their
the existing and growing donor base.
fighters, from asking to inciting – the neighbourhoods by planting flags on an
hospital foundation clearly online map. Social media and email
communicated that sick is not weak.
Results
geo-targeted specific locations. Using
The foundation generated an
“The VS campaign has been recognized multiple channels to communicate a
unprecedented $159 million for the
around the world as a bold shift in tone consistent message, the brand created
2019 fiscal year. Each year, during
for a children’s hospital. With SickKids online video, TV coverage, in-hospital
their largest campaign period,
VS, we celebrate the resilient spirit of signage and OOH billboards. Awareness
SickKids exceeds a goal of 5,000 new
our patients, families and staff, and was reinforced by direct mail, social
monthly donors.
showcase the good ‘fight’ that goes on media, email and print media. All the
9
Success stories
Samaritan’s Purse Canada
Charity’s direct mail campaign generates impressive returns on its investment.
Background Mandate poses a challenge The direct mail trigger
Samaritan’s Purse is an international Samaritan’s Purse Canada has a mandate Direct mail as a product is known to drive
Christian relief organization that assists to spend no more than 10 cents of every traffic. On average, one in four printed
people struggling to survive in more donated dollar on administration and catalogues trigger a website visit; and
than 100 countries around the world. fundraising, making the return on almost half of those who receive direct
The charitable organization derives its investment, or ROI, of each campaign a mail react by visiting the store itself.
name from the biblical story of the critical performance measure. “Direct mail plays a very important role in
Good Samaritan. In Luke 10, Jesus triggering an online response for us,”
describes a man from Samaria who Unlocking the power says Fenn. In fact, Samaritan’s Purse
comes across a traveller who has been of direct mail Canada’s direct mail catalogue campaign
robbed and beaten and is in desperate The charity’s largest income-generator brought a return on investment of more
need of help. Although a stranger, the is traditionally its Gift Catalogue, which than 1,000 per cent. “We must be as
Good Samaritan bandages the man, features a wide range of items and cost-effective as possible in our
carries him to a local inn and spends the price points to provide donors with fundraising. Direct mail is very cost-
night caring for him. He takes coins varying means a way to contribute effective,” Fenn says.
from his purse to pay the innkeeper to something. “We don’t print and mail
continue to care for the man and the Gift Catalogue to our entire donor
nurture him to full health. Samaritan’s database, but we ensure that a
Purse currently uses direct mail to deliver significant portion – including all of our
a monthly newsletter and several monthly and larger donors – receive
additional fundraiser mailings across it,” says Shari Fenn, Assistant director
Canada each year. It uses the money of Communications and Creative
raised to provide aid to war victims, the Services for Samaritan’s Purse Canada.
impoverished, diseased, hungry and Donors can contribute as little as $10
persecuted – irrespective of faith, race, to purchase a blanket for homeless
gender, or socio-economic standing. disaster victims or as much as $30,000
The organization also partners with local to install an emergency filtration
churches, just as the Good Samaritan in system that can provide safe water to
the Bible worked with the innkeeper. an entire community after a disaster.
10Success stories
Mission Old Brewery
Canada Post’s lists help Quebec charity
increase average donation by 30%.
Background Targeted appeals increase Canada Post’s solution less expensive,
but the response rate it generated was
Identifying the most charitable donations
five times higher than it had been with
promising leads Working with Canada Post, the Mission
publishers’ lists, and the average
The Old Brewery Mission in Montreal identified its top donors and the six
postal codes where they lived. donation was almost 30% higher, from
has been on the front lines of the quest
Historically, the Mission’s largest donors about $54 to $69,” she says.
to end homelessness for more than
125 years. To continue its work through were university educated, and owned a
this century, the storied organization detached home near Montreal. For the
needed to find new sources of revenue, organization’s 2014 spring campaign,
and that required a new approach to its Nguyen rented from Canada Post a list
donor lists. For years, it targeted new of 50,000 people who fit that profile.
prospects using lists of magazine Results were so impressive, Nguyen
subscribers purchased from publishers. rented 125,000 names for the 2015
“It just wasn’t effective,” says Director campaign. Each person received a
of Development, Annual Gifts & personalized solicitation letter similar in
Administration, Kim Nguyen. There format to previous years; the impact,
was no psychographic information however, was entirely different. When
other than the fact that the prospect you reach the right people with the
subscribed to a certain magazine. right message, your campaign will be
What’s more, there was no way to more successful – and Canada Post
know if those addresses were up-to- made that possible for the Old Brewery
date. “That’s why we decided to rent a Mission. The charity hit the right market
list from Canada Post and to combine it segment, increasing its return on
with the Canada Post Personalized MailTM investment considerably. Nguyen was
service,” says Nguyen. “And that gave delighted with the outcome and excited
us the best results.” to share results. “Not only was
11Getting started
with direct mail
Determining who to target is critical to the success of your campaign
and Canada Post offers options on how to approach this important
step: you can do it yourself with Canada Post’s online tools, or for more
complex targeting, you can work with a Canada Post Data Advisor. If
you need support with more than targeting, one of our expert partners
can help you from start to finish.
12CANADA POST’S PRECISION TARGETER™
Finding the people that you most want to target is a critical success factor for you. We can help you achieve this goal,
thanks to our free and easy-to-use turnkey solution, Precision Targeter. It helps you home in on prospects with the most
potential to become donors. With its interactive maps and rich demographic data such as age, income, education and
marital status, Precision Targeter can filter searches based on 14 demographic categories so that campaigns are more
likely to resonate with the kind of prospects that make the most sense for your retail business.
MILLENNIALS GENX BOOMERS
While more likely to volunteer These individuals are nearing the Often affluent, boomers are the
than give money to not-for-profits, peak of their careers and are now demographic most likely1 to make
millennials are starting to become more able to support worthy donations to not-for-profits. To target
more settled and financially able to causes. To target this cohort with them with Precision Targeter, you
become donors. To reach this cohort Precision Targeter, you could select could select these filters:
using Precision Targeter you could these filters: Age range: 56+
select these filters: Age range: 40-55 Household income: $150,000+
Age range: 23-39 Household income: $200,000+ Marital status: Married
Household income: $80,000+ Marital status: Married
Marital status: Married,
common law
Learn more about Precision Targeter at canadapost.ca/precisiontargeter.
1. Blumbergs GlobalPhilanthropy.ca
13CANADA POST CANADA POST’S In addition, you can access targeting
DATA ADVISORS SMARTMAIL MARKETING and campaign integration through a
designated Smartmail Marketing
Running campaigns can be complex PARTNERTM PROGRAM Expert Partner™. To connect with our
and time consuming. Canada Post can Canada Post is connected with more expert partners and local partners,
handle that work for you and make than 250 partners across the country visit canadapost.ca/directory or
sure you maximize results. A Canada Post who are direct mail marketing experts. see the list on the following page.
Data Advisor can do the following to Not-for-profits use partners for a
optimize your campaign while variety of reasons:
respecting your budget:
• to develop creative that drives donor
• P rovide best practices based on other attention, emotional engagement
not-for-profit experience. and brand recall;
•R
ecommend targeting options to • to better integrate their marketing
your geographic areas. mix across channels;
•R
eview how to optimize campaigns • to ensure their mailings meet all
with demographics, behavioural or print and processing requirements.
business attributes.
Take targeting to the next level with
our Data Advisors.
14Your direct mail
design checklist
To optimize your direct mail for results, make sure it has these features:
R Astrong call to action: Whether it’s to register for monthly giving, make a one-time donation or
attend a fundraising event, make sure your call to action is specific, easy to understand and easy to find.
R Clear and concise text: Don’t overload the page with too much copy, it’s a turn-off.
R Simple design: Avoid cluttering the page – that makes it harder to digest your message.
R Action-oriented words: Use clear and concise language to motivate your audience.
R Eye-catching visuals: Use high-contrast imagery and bright colours – it can make your piece stand out.
R High quality: Use high-res images, good paper stock and a reputable printer. Proofread your copy.
This will strengthen your trust factor.
Learn more about how to create direct mail that works
in our new Essential Guide to Direct Mail: Everything You’ve Ever Wanted to Ask.
canadapost.ca/guidetodirectmail
16Build your
not-for-profit
with Canada Post
To learn more about integrating direct mail into your
marketing mix, visit canadapost.ca/betterresults,
connect with your Sales Representative or call our
Commercial Service Network at 1-866-757-5480.
Unless otherwise indicated, statistics mentioned in this resource come from market and neuromarketing studies ordered by Canada Post.
™ Trademarks of Canada Post Corporation. All other trademarks belong to their respective owners.You can also read
