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Advertising and marketing Matching Presents With Direct Mail Outreach

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Whereas digital communication is a speedy and environment friendly outreach technique, some donors favor communication by way of junk mail. That’s why we suggest taking a multi-channel method to advertising matching items with junk mail outreach and on-line engagement efforts.

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

Now, you may be asking your self (or your crew): “Is paper advertising outdated?” The easy reply is that no, it’s not. Actually, there are a selection of donors who nonetheless favor the non-public contact of tangible mail.

When individuals learn junk mail, versus e-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. Frequent sense would advise that you just 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 favor a very good, old style letter, some donors are greatest contacted via the (nonetheless energetic) snail mail course of.

This will likely embody a mix of:

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

Each sort of junk mail has its place within the matching reward donation cycle, and every one will assist you to higher attain that very important phase of donors preferring to work together by way of junk mail communications.

On this information, we’ll study extra about advertising matching items with junk mail utilizing every of those methods. Let’s start!

Advertising and marketing Matching Presents With Letters

Use letters to remind donors to verify if their employers provide matching items. Be sure the wording doesn’t learn like a sale however fairly seems like a private communication between your nonprofit and the donor.

You need individuals to know that, by making use of for an identical reward, they’re doing an important service to your nonprofit⁠—above and past their preliminary contribution. If in case you have the time and sources, contemplate writing your letters by hand. If not, you could determine to go for printed matching reward letters.

Contemplate these greatest practices for advertising matching items with junk mail letters:

Simply you should definitely write to your donors like they’re human beings and share private tales to get them more and more invested in your trigger. This may encourage people to wish to go the additional mile to hunt out and take part of their employers’ matching reward applications.

And if you obtain an identical reward, keep in mind to say “thanks!” Even in case you talk with a donor primarily by way of e-mail, a paper thanks within the mail could be a good 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 provide matching reward applications that would double and even triple your contribution. We invite you to hunt out matching items in order that Atlanta College can proceed to teach the following technology of changemakers.”
  • “Many firms provide applications that match worker donations to the Cat Rescue Membership. The tax-deductible portion of your membership contribution is commonly 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.”

Marketing matching gifts with direct mail outreach using a letter

Advertising and marketing Matching Presents With Direct Mail Inserts

When you don’t wish to edit your whole present advertising supplies to say matching items, or if you wish to name added consideration to such applications, paper mailing inserts stands out as the offline advertising approach for you.

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

Contemplate these greatest practices for advertising matching items with junk mail inserts:

  • To scale back prices, design junk mail inserts smaller than a full web page or use a postcard.
  • Fairly than creating a further junk mail insert, incorporate donation-matching data on the again of an present paper insert materials.
  • Contemplate retaining junk mail advertising methods for donors or members at greater giving ranges (and prioritize digital outreach for small and mid-level donors).
  • Persist with a restricted quantity of textual content that will get straight to the purpose⁠—sometimes an outline of matching items and a name to motion to take part.
  • Incorporate eye-catching graphics that elevate the transient message fairly 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 supplied hyperlink. If the URL on your match web page is lengthy or sophisticated to sort, contemplate together with a shortened model that mechanically redirects to your matching reward web page.

Junk mail is extra prone to be observed by much less tech-savvy donors and members who aren’t exploring your web site regularly. Together with an identical reward insert in new members’ or donors’ welcome packets, membership renewal supplies, or annual replace communications can convey further consideration to matching items.

Instance Content material:

  • “Matching items can double your help for our group. Many firms provide applications that may match worker donations to our group. Is your employer certainly one of them? Be taught extra about obtainable matching reward applications on our web site!”
  • “Matching items 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 kinds and tips.”

Marketing matching gifts with direct mail outreach using a direct mail insert

Advertising and marketing Matching Presents With Postcards

Folks love receiving personalised mail, and postcards could be a good way to make your supplies stand out. In spite of everything, you get to instantly surpass the difficulty of donors who by no means get previous the primary impediment⁠—the envelope.

Consequently, postcards could be an particularly efficient strategy to encourage donors to submit matching items.

Contemplate these greatest practices for advertising matching items with postcards:

  • Summarize what matching items 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 further data.
  • Decide which segments of donors to which you’ll ship postcards⁠—together with all latest donors, latest donors above a sure threshold, donors recognized as match-eligible, or donors who’ve submitted matching items 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 wish to have your postcards signed by hand. Figuring out that an actual individual cared sufficient to write down (or signal) your mailing can go a great distance towards connecting with recipients on a person stage.

Instance Content material:

  • “Get your donation matched! Scan this QR code to go to our web page on company matching items 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.”

Marketing matching gifts with direct mail outreach using a postcard - front

Marketing matching gifts with direct mail outreach using a postcard - back

Advertising and marketing Matching Presents With Thank-You Notes

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

Thanking donors is just not solely the best factor to do, nevertheless it additionally instills a constructive impression in donors’ minds and in the end closes the loop. Consequently, donors can be extra prone to make future contributions with matching items.

Contemplate these greatest practices for advertising matching items with thank-you notes:

  • Make the most of a “thank-you” card that’s each simple to learn and eye-appealing whereas additionally staying true to your model’s shade 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 provide your group and its beneficiaries.
  • Share gratitude for each the donation match and the person’s preliminary donation.

For big establishments, the possibilities are that you just’ll be sending notes to extra individuals than hand cramps you care to endure. Printed supplies are a speedy and environment friendly different to handwritten letters, however if you would like that private contact, decide up a pen and scribble a fast message. Even simply signing on the backside can present an additional stage of dedication that donors will reply to!

Instance Content material:

  • “We lately obtained an identical donation from the House Depot on account of your beneficiant donation and subsequent match request on our behalf. Thanks on your fixed help of our trigger!”
  • “Thanks for submitting your matching donation! Your help goes above and past to assist us fulfill our mission. Our crew, and the beneficiaries we serve, will eternally be thankful for your contributions to the marketing campaign.”

Marketing matching gifts with direct mail outreach using a thank you note

Advertising and marketing Matching Presents With Bodily Newsletters

Bodily newsletters as a advertising medium provide a novel alternative for organizations to share content material that goes in-depth in regards to the particulars of matching items. In spite of everything, this technique sometimes encompasses an elevated quantity of area to articulate why matching items are essential⁠—and their particular advantages to your nonprofit⁠—as in comparison with another junk mail and even on-line advertising techniques.

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

Contemplate these greatest practices for advertising matching items 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 items utilizing examples of tangible advantages that elevated funding can convey your group and its mission.
  • Direct readers to further on-line sources the place donors can navigate to study extra about getting concerned with donation-matching.
  • Contemplate creating an identical gift-specific version of your nonprofit e-newsletter, chockfull of details about the giving alternative.

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

Consequently, a bodily e-newsletter offers you a greater probability of reaching donors who you would possibly in any other case miss.

Instance Content material:

  • Matching items happen when socially accountable firms conform to financially match donations that their workers make to eligible causes. Nevertheless, hundreds of thousands of eligible donors don’t know whether or not their firms provide such a program! Consequently, 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? Take a look at our web site to study extra about these alternatives and decide whether or not your most up-to-date donation is eligible for a company match.”
  • “Within the final yr, greater than $100,000 value of donations made to our charity have been recognized as eligible for company matching via donors’ using firms. Nevertheless, solely a fraction of that quantity was really processed and contributed by way of company matches. Think about what we might do if each match-eligible donor secures a company donation from their employer⁠. Consider all of the households in our group who gained’t go hungry, because of enough funding for our meals pantry! Discover out in case your employer affords an identical program by visiting www.henrypantry.com/matching.”

Marketing matching gifts with direct mail outreach using a physical newsletter

Advertising and marketing Matching Presents With Return Envelopes

In case your nonprofit is like different organizations utilizing junk mail to solicit donations, you most likely embody a pre-addressed, pre-paid return envelope. This can be a widespread follow, the aim of which is to make it simple for donors to ship of their donations.

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

Contemplate these greatest practices for advertising matching items with return envelopes:

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

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

Why?

These already-philanthropic donors can enhance 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.”

Marketing matching gifts with direct mail outreach using a return envelope


A number of the time, scoring matching items is about rising consciousness about these applications. Advertising and marketing matching reward with junk mail outreach affords a bevy of how to hook up with donors⁠—and a few donors even reply higher to paper mail than they do digital strategies.

From letters to postcards to newsletters, you could 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 items with junk mail or with digital outreach. As an alternative, a multi-channel method is almost at all times the most effective answer for speaking with donors, sharing data in efficient and memorable methods, and in the end driving extra donation matches to completion.

Enthusiastic about rising matching reward advertising on your trigger? Take a look at our different instructional sources to boost extra:

  • Bettering the Donor Journey with Matching Presents. Incorporating matching reward outreach⁠—whether or not junk mail, digital, or a mix of the 2⁠—is without doubt one of the greatest methods to enhance the donor journey and supply wonderful 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. Be taught extra in regards to the present state of company giving, the potential that these applications provide for nonprofit causes like yours, and the way to shut the hole.
  • Company Volunteer Grant Packages: Be taught the Fundamentals. Hundreds of firms present organizations with which their workers volunteer beneficiant grants similar to the variety of hours spent with the trigger. Like matching items, volunteer grants allow supporters to do extra for his or her favourite charities!

Learn more about marketing matching gifts with direct mail outreach with Double the Donation.

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