There are so many organizations doing fundraising drives in the spring and fall months, and so many channels with information and requests for donations that it is more challenging than ever to create an appeal that stands out, conveys your message quickly and precisely, and fosters engagement.   Not to mention most first responder organizations are comprised of volunteers who have a limited amount of time to devote to copywriting.  Add COVID to the mix, and where to start with an appeal letter can leave you with a blank page.

We understand this dilemma – and how crucial it is to raise funds at this time of year and during the unusual climate we are still experiencing. As you prepare your next appeal, here are a few pointers that can help you better connect with donors and give your fundraising effort a boost.
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• keep your finger on the pulse of your clients:  Stay connected!  Disruption changes the way companies do business going forward.  Stay in touch with shifts your clients are making in their products, services, marketing and even their operations so you can provide solutions during that process and be in line with their needs when things get back in full swing.
• reset your marketing goals, strategies and budget:  You need to look at your marketing plan and redirect it to match the current landscape.  Make a critical evaluation of all of your channels, buying cycles and campaigns. Two key areas to consider:

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When trying to get that footprint on the brain in the way only print marketing can, direct mail marketing is a great application.  We’ve talked in other blogs about the advantages of direct mail to segment deeper and personalize better, but there are some additional tools unique to direct mail marketing that help execute your marketing strategy more effectively and efficiently:
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While many would say that marketing has become more accessible and convenient, it’s also become quite massive.  The choice between direct mail, email, social media, blogging, pay-per-click, web presence, print ads, and on and on, can be difficult to navigate on a limited budget.  Often the tendency is to go with more online marketing because it is instant and can be less expensive.  However, overlooking the important role print marketing plays in the marketing mix is a huge oversight.  Digital marketing is rarely read in its entirety, is usually part of multitasking and skimming material to get snippets of what you need and moving on as quickly as possible is the norm.  Not so with print marketing.  A study by Bangor University and Millward Brown reveals some reasons why print marketing:
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As promised, part two of how to make your nonprofit direct mail appeal successful.  Let’s dive right in!

Direct mail marketing is a vital component to any nonprofit organization’s marketing strategy. While email and social media are essential to the mix, donations made as a result of receiving direct mail marketing – yes, we mean postal mail! – still far surpasses donations made as a result from appealing through other channels.  Why you ask?  Here’s some insight:
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Video marketing has become key to engaging the widest pool of prospects for many reasons.  First, movement in video marketing gets more attention than static ad marketing because, simply put, movement attracts attention.  For the viewer, getting information via video is passive and easy, and for the marketer it prompts engagement, evokes memory, and is more likely to be shared, three critical marketing goals.  Still in doubt?  Here’s a few stats to chew on:
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According to the Bureau of Labor Statistics, the home health industry will see a 47% increase in workforce between 2016 and 2026, adding nearly four million jobs.  This great business opportunity for home healthcare providers brings with it increased competition. Your home healthcare marketing strategy must encompass many channels, and each channel needs to be addressed in a unique way to optimize your effectiveness.  To help you navigate, here is part one of a two-part blog with some essential marketing strategies and tips.
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