Why Does the World’s Largest Online Advertiser Use Direct Mail?
Google owns my inbox, my browser, my search engine. They know my every digital move. And even when I’m not on their platforms they’re still serving me ads elsewhere. So, you’d think if Google wanted my attention and my business, they’d know how to find me and get my attention. And you’d be right!
That’s why Google sends me DIRECT MAIL.
Yep. Google uses old school direct mail. They apply the same, tired techniques direct marketers have been using for years. It’s true. The company synonymous with SEO and all things digital cuts through the very clutter that has earned them billions with printed, hard-copy mailers.
Direct Mail Grabs Attention
As a planned giving fundraiser, you want to grab the attention of your prospects and donors. Like Google, we know print marketing is powerfully effective. But why is it so effective–especially for planned giving marketing?
Print is Personal
More than just ‘your name here’ personalization, direct mail leverages your location to let you know someone knows you and is paying attention. This is important to your planned giving donors, since planned gifts are such a personal decision.
Hard Copy Feels Permanent
This isn’t about a one-time purchase. This is about a long-term engagement with a solution provider. Direct mail allows someone to read a story that’s in their hands. The pictures are real. The people are real. Print makes things real in a way digital marketing can’t. This is important to your planned giving donors because their gifts hold a permanent significance. The permanence of print offers assurance and duration.
Direct Mail Drives Digital Marketing
The best marketing strategy uses all touchpoints to communicate with planned giving prospects. You can make a personal connection via direct mail, and make it easy for your planned giving donors to respond by going online. Campaign-specific webpages, personalized URLs, take responders to a landing page where you can get a digitally picture of who is most likely to raise their hand. That’s the win-win punch of a print and digital strategy. This is great for you as the fundraiser, because once your planned giving prospects and donors engage digitally, you can see what they’re interested in learning by noting where they visit on your website, if they’ve clicked on your emails, and so much more.
Direct Mail is Inclusive, Safe, and Familiar
Not everyone is comfortable responding digitally. Especially when it comes to something as significant as estate plans and planned gifts. Direct mail provides a comfortable, secure way to communicate. In every instance a direct mail campaign offers me the option to visit a landing page AND it includes the name and phone number of a real person who you can contact who will help you personally.
Like an advertising campaign for a business, a bequest or major gift represents a considered decision for your donors. Relying solely on email or hoping interested parties will look for ‘more information’ on your website is a strategy that leaves too much to chance.
Cut through the clutter and use personalized direct mail to your advantage.
It works for Google, and it can work for you, too.
To try an effective direct mail strategy for yourself, give us a call at 484-680-7600 and one of our planned giving marketing specialists will walk you through the strategy to help you get better results with your marketing!
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