Boost Year-End Giving: 4 Print Strategies for Nonprofits
For nonprofit organizations, the end of the year is a crucial time for giving and donations. So how do you come up with a year-end giving campaign that’s more make and less break? Your nonprofit marketing strategy should include print all year round, but since the end is especially important, let’s break down four ways print ensures your EOY isn’t DOA.
Key Takeaways
- Tangible mail builds trust, increases visibility and reduces barriers to giving, making it an essential tool for year-end donation campaigns.
- Combine direct mail appeals, personalized thank-yous, event materials and custom touches to inspire donors and strengthen relationships.
- Streamline your campaigns with five tips on how to easily use Smartpress’ direct mail services, templates and mailing support to reach donors efficiently and effectively.
Self-Mailer: 80# Coated Matte White Cover with Ultra Gloss UV Coating on exterior, 7 x 10″ folded in half to 7 x 5″
Why Print Matters for Year-End Giving & Donations
The world of nonprofits is a tangible one – you’re working to make real changes in real peoples’ lives. So it’s no surprise a tactile strategy like print is so successful. Print makes a difference in four ways:
- Physical reminders: Mail sits on desks and counters. It’s seen and re-seen, unlike emails that get buried in inboxes or deleted absentmindedly.
- Credibility and trust: Professionally printed pieces reinforce your nonprofit’s presence. It tells your audience you’re stable, reliable and credible.
- Ease of giving: Reply forms and business reply envelopes that are pre-filled for donors reduce friction or barriers to giving.
- Emotional connection: Personalized, thoughtful print keeps donors engaged and inspired to give again.
4 Nonprofit Marketing Strategies for Year-End Success
Now that you know why your nonprofit should utilize print, it’s time to get to the good stuff: actual year end giving campaign ideas. When we talk about EOY campaigns, we’re most often talking about direct mail – print marketing pieces you’re sending directly to targeted audiences.
But there are other types of campaigns beyond donation appeals! From thank yous to event collateral and personal touches, print gives you the opportunity to reiterate your organization’s story, share successes, preview new initiatives and show proof of how big a donor’s impact can be.
See all the ways you can expand your nonprofit’s reach with print.
Print Mailers for Donation Appeals
No matter what your nonprofit end of year campaign looks like, it’ll most certainly feature a donation appeal. For one that’s well-rounded, be sure to include content that reiterates your organization’s mission, shows the impact you’ve had over the past year, and of course, asks for a donation.
The easiest way to spur this all-important message is with direct mailers. We offer many options: newsletters, postcards, self-mailers or letter mailers (with or without windows and reply envelopes). Smartpress’ direct mail services give you plenty of formats to fit your specific needs.
One of our favorite mailing tactics? A drip campaign with a series of mailers tailored for your audience. With multiple print pieces sent at the right time and in the right sequence, these campaigns ensure continuous visibility and a higher chance of engagement:
- Start with a self-mailer that describes your organization. Customize it with perforation for tear-off donation pledges or RSVPs to fundraisers.
- Then send a traditional donation request letter and include a reply envelope.
- Lastly, send a postcard reminder with a message thanking them for their consideration.
Perfect Bound Book: 80# Uncoated Smooth White Cover with 80# Uncoated Smooth White text pages, 8.5 x 11″
Thank Donors for Past Support
And speaking of thank yous, they go a long way when it comes to repeat donations. While your end of year giving campaign hopefully attracts new donors, it’s crucial that it also brings past donors back. (As any good marketer knows, new customers are great, but you make your money on the repeat ones.)
Oftentimes, a simple thank you is all it takes to trigger an emotional connection with possible donors. But with print, thank yous come in all shapes and sizes:
- Holiday cards: Design a warm, personalized greeting card that shows you care (and cared enough to send it).
- Direct mail booklets: Send your EOY recap or annual report with a classic saddle stitch or polished perfect bound binding.
- Newsletters: Share short stories or show accomplishments that were made possible by donor support.
Brochure, Menu, Table Tent
Event Materials that Bolster Year-End Giving
Who doesn’t love a gala or holiday party? The end of the year is a perfect time to host donor events like this. Between all the food, drinks and silent auctions, you’ll be connecting, networking and maybe even schmoozing with donors… and print marketing can help with that:
- Invitations and RSVP cards: Printed invites feel more formal and valued than email alone. Once again, the physical nature of print makes a bigger impact than digital.
- Event collateral: From programs and drinks tickets to menus and table tents, these pieces offer multiple branding opportunities and simply look professional.
“The program looks good, which highlights the annual design, event timing and a back page filled with sponsors. Great printing makes all of us look better,” said Smartpress client Larry in his online review. - Sponsorship recognition: Highlight major donors and corporate sponsors on signage, posters and banners installed along the red carpet and throughout the event space.
Certificate: 100# Uncoated Smooth White Cover, 8.5 x 11″
Personal Touches Strengthen Donor Relationships
We’ve already mentioned the value of personalizing your donor appeals, but it really deserves its own category – it’s that important! Donors often have a personal connection to the organizations they give to, so it’s no wonder tailored touches, no matter how small, make a difference. Make sure your year end giving campaign includes heartfelt personalization like this:
- Custom stationery: Print letterheads for your nonprofit’s leadership to personally contact high-value donors and partners.
- Thank you cards: Build and maintain relationships after donations are made.
- Certificates of appreciation: Recognize major donors with their own certificates. Go one step further and send them framed to really solidify the relationship.
Nonprofit Letter Mailer with Reply Envelope
5 Tips for Printing and Sending Direct Mail
Smartpress offers a wide range of convenient nonprofit printing services, and that includes all things mail. Our direct mail fulfillment services include everything from list purchasing and list processing to variable addressing and the actual mailing itself. As you plan your end-of-year mailing campaigns, here are five tips for a pain-free process.
Use Our Template to Organize Your Mailing List
Following this template is easy and ensures we have all the information we need for super-smooth direct mail printing and mailing. Just fill out the form and add your mailing list contact details.
Select an Option from All of the Dropdown Fields
The dropdowns on the product pages include your printing specifications, as well as mailing list, mailing class, proofing and turnaround time options. Complete them all for the best online printing results.
Submit Files & Lists at the Same Time
We can’t start processing your order until we have both your art file and mailing list. Submitting them together speeds things up for us – and gets your year-end giving campaign going even quicker.
We Can Help You Purchase a Mailing List
Don’t have a mailing list? No problem. Targeting specific audiences is crucial to the success of your campaigns, and we can help you do just that. Contact your sales rep or chat us online to get started.
Pay Attention to Your Activity Log Emails
We’ll keep you posted with updates or clarifications throughout the whole process with messages in your Activity Log. The faster you respond, the faster your project will be processed.
Print Materials for Your Year-End Giving with Smartpress
While marketing for nonprofits is an all-year endeavor, the strategies you use at the end can (and will!) have a major impact. Make sure you hit your goal with mailers for donor appeals, thank you cards, branded event materials and personal touches with print.
And when you partner with Smartpress, you get custom options like paper stocks, specialty finishes and a plethora of print products. Our experts are happy to help, from design to mailing, so you reach your local community and beyond.
