Direct Mail … You Know You Like It!
OK, we’ve devoted most of this week to ‘alternative’ fundraising … peer-to-peer and email fundraising.
Time to end the week with a simple reminder about old-fasioned direct mail.
Who reading this post doesn’t enjoy receiving real mail?
Who, given the choice, would prefer to receive an important message — a communication whose intent you knew was to move you, a communication you were eagerly anticipating, a communication from someone you felt connected to — by email as opposed to real mail?
Would you rather receive a JibJab birthday card in your email or the ‘real deal’ in a stamped envelope?
Have you ever smelled an email? Lovingly placed it in a box? Carried it around in you pocket or purse? Re-read it more than once?
So go ahead, admit it (even you digital fundraisers), you really do like getting mail!
It’s not hard to understand the continuing warm spot human beings have for physical mail … it’s simply more personal. 70% of Americans agree.
Here’s an infographic via Experian (and, yes, they have a commercial interest) celebrating mail.
It notes that the US Postal Service, which handles 47% of the world’s mail, delivers 509 million pieces of mail daily. $758,356 is spent daily on stamps and mailing items. And ad mailings are projected to increase, not decrease.
Even ‘junk’ mail gets opened by 70% to 80% of recipients. Compare that to the open rate of email. [Next week The Agitator will share a report indicating that, on average, over 18% of nonprofit emails are ending up in spam folders each year … they don’t even get a chance to get deliberately deleted!]
Mail-lovers unite … love your letters!