What works … email or direct mail? They both do, but the effectiveness of one still outweighs the other.

Even though an estimated 80-90 percent of the population (NZ) have access to the internet, not everyone who has internet access uses email.

If you’re relying on email you could be missing a percentage of the population, it doesn’t matter what the percentage, any audience your not getting your message to is potential lost income.

Rethinking the Printed Newsletter: Did You Jump to Email Too Soon? by Joanne Fritz is a great read and should get you thinking.

Nonprofits have been rapidly kicking the print newsletter to the curb.

“And it’s understandable. Email newsletters are much more cost efficient.

“No paper, no postage, no printing. But, if newsletters are used as fundraising tools, that cost efficiency is misleading, given that print newsletters actually bring in much more money. Newsletters, especially paper ones, can be money makers rather than net losses.

“There is a war going on between email everything and print. As Kivi Leroux Miller’s recent survey of nonprofit communications trends shows, the war is about even for fundraising appeals. Some 26% of nonprofit communicators say they will send an email appeal at least quarterly this year, while 29% plan to send a direct mail appeal twice this year.”

Read full article here

See also:

AN EMAIL DOESN’T ALWAYS CUT IT

Q: Are we relying too much on emails to communicate with our donors? A: Yes What I hear you say. Simply put sometimes an email isn’t the best form of communication, yet many organisations are relying on email as a quick way to communicate, but often something is lost in translation and, true communication can […]

COMMUNICATION – EMAIL MANAGEMENT

A few times recently I’ve been pulling my hair out waiting for responses to emails, and now I’ve found out why some emails are going without acknowledgment for days – and it’s not because they’ve been caught in junk or spam folders. It would appea…

EMAIL, DIRECT OR SOCIAL MEDIA

There’s no single way that’s better than any other to gain awareness and support for an organization, putting your eggs in one basket, expecting a succes from only one method is a false hope. Using a combination is the best bet as this infographic…

FUNDRAISING – SIMPLY GOING THROUGH THE MOTIONS

Ever stopped and listened to your fundraising pitch?  Would you support you? All too often fundraisers fall into the trap of “repetition” and simply “going through the motions” – not engaging supporters, simply asking for more support. If your supporters aren’t being updated about the work of your organisation, how their support has helped and […]

One thought on “Email v Direct Mail

  1. Pingback: Stop the Emails |

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