June 2015 will see a change in postal deliveries, a cut from six day delivery to three. From NZ Post’s perspective this is probably good business, but for charities there could be a big impact.
What will your organisation do in the time leading up to the change? Now is the time to think about what you will do. Leaving it until a few months before will be too late if you want to keep good communication flow with supporters who don’t want or, are unable to receive your information, your “pleas” for support via other means.
Will you encourage supporters, current and prospective, to subscribe to your email updates, so to be able to get information to them when you need them to act? Or will you change the way in which you manage you pleas?
What ever you decide, don’t leave the thinking until the last minute, if you can get supporters to accept you communication via electronic forms a long time in advance of the change in the postal delivery change you will more likely have a better chance than if you leave it until the 11th hour.
We all know there are organizations who like to use multiple channels to communicate but, there are many who rely heavily on the mailings to communicate. It will be this group who are most likely to be affected more – and unless this group starts planning now the outcome could be that they face a crisis that could have been averted had they started planning for the change early on.
If you’re using email, post and social media to communicate, then the change may not have a big impact when it comes to appeals. But, if you’re only relying on mail, then you could see yourself having to juggle budgets, perhaps even having to cut service delivery to adjust to the change.
There’s still a number of supporters who won’t want to use electronic means for communications, so you will have to be the one who makes the change.
Perhaps you will need to adjust your appeal calendar – is this something you are able, or, prepared to do? The time is now to start thinking about this, don’t leave it too late or you could miss out on retaining donors.
The cost of gaining a new donor will be greater than the cost, time and effort you put into forward planning for the change.
June 2015 may seem a long way off, but as we all know, time passes quickly when we’re all busy. Start planning now – you can’t afford to miss the post.