Why You Should Consider Using More Postcards in Your Direct Mail Strategy

One often overlooked option for direct mail is the use of postcards.  This is probably because, in the past, a donor’s sole response to a direct mail was to mail in a check through a BRE or CRE – which is clearly not an option with the postcard.

However, in an era where people do most of their financial transactions electronically, postcards can be more effective than ever at generating gifts.  Why is that?

First and foremost, postcards have the highest read rate of any direct mail.  According to the 2013 USPS Household Diary Study:

• 56% of postcards will be read by at least one member of the recipient household
• 33% of standard letters will be read by at least one member of the recipient household

Second, postcards force fundraisers to sharpen their message due to less space available.  A tighter message with a distinct call to action can be very powerful – even more so if you integrate variable images and text into your postcards.

Third, postcards cannot only be used for solicitation, but also for cultivation and stewardship campaigns:

• Create a unique URL alias and send postcard recipients to a web page related to their interests in your organization.  The unique URL allows you to track responses.
• Place a giving button or other noticeable link on that web page.  Now you cannot only track responses, but gifts directly related to that direct mail!
• Postcards can be very effective for time-sensitive giving such as calendar year-end, fiscal year-end, or “giving days.”

Finally, people are accustomed to going online in immediate response to a direct mail.  The DMA reports that 65% of people have made a purchase as an immediate response to a direct mail piece.

When looking at your direct mail plans for the upcoming year, consider using (or testing) a postcard at various times of the year as part of your strategy.