From Mailbox to Movement: Direct Mail’s Impact on Public Media Giving Days
CDP is proud to launch the second annual Public Media Giving Days (PMGD)! PMGD aims to build on last year’s success and help stations surpass the previous year’s performance. This year, we are thrilled to announce the addition of direct mail to the digital campaign.
Why Direct Mail?
What better way to increase the PMGD awareness than adding direct mail into the marketing mix? Direct mail gives you a 100% connection to your audience. Everyone opens their mail; it’s a part of daily life. Amidst bills and flyers, a piece of physical mail stands out with the power to make people stop and look. Plus, people tend to keep physical mail around, providing a lasting reminder long after the initial glance. This two-day event will fly by quickly, so what better way to ensure your audience doesn’t forget than with a physical reminder?
But direct mail offers more than just visibility; it's a strategic powerhouse when used alongside digital efforts. Here's how:
Targeted Outreach: Direct mail allows for precise targeting based on demographics, interests and past giving behavior. By tailoring our messaging to specific segments of our audience, we can deliver content that resonates on a personal level. This targeted approach fosters a deeper sense of connection and belonging within our community of supporters, driving engagement and participation.
Extended Reach: While digital channels are essential, it's important to acknowledge that not everyone is equally reachable online. Direct mail provides an additional avenue for reaching demographics less inclined to engage digitally, such as older adults or those in rural areas with limited internet access. By diversifying our communication channels, we ensure inclusivity and accessibility, expanding PMGD's reach to a broader audience.
Sustained Impact: Physical mail has a lasting presence. A well-crafted piece of direct mail can linger in recipients' homes, serving as a constant reminder of PMGD. This sustained presence cultivates lasting connections and drives continued engagement and support for public media. By leveraging the enduring nature of direct mail, we maximize our impact and solidify our relationship with our audience.
By integrating direct mail with our digital marketing efforts, we create a comprehensive strategy that capitalizes on the strengths of both digital and physical media. Together, we can ensure PMGD's success by engaging our audience on multiple fronts, leaving no opportunity for awareness or participation untapped.
Creating a Unified Giving Experience
Last year, we launched without direct mail because it was our first attempt. We are now excited to incorporate a direct mail component into the creative mix. CDP believes this omnichannel approach will encourage further participation in your two-day event in addition to donations. It is very important to offer up several touchpoints to encourage engagement and keep the momentum going. We believe that the direct mail addition can provide a lift in donations by 1% to 2% depending on the audience you select to send the direct mail piece.
How Can You Leverage This Addition
CDP is recommending two creative treatments that will augment your efforts at spreading PMGD awareness:
P.S. Language: We recommend using the following language on renewal and acknowledgment letters: "P.S. Mark your calendars! The second annual Public Media Giving Days is May 1 and 2. Join us as we celebrate what #PublicMediaGives to you and your community and join together in giving back. To learn more, visit publicmediagivingdays.com."
6x 9 Postcard Creative: We have created four sample postcard options for stations to use. We recommend you send the postcard to your Add Gift audience in mid-April, preparing them for the upcoming PMGD event!
We highly recommend you create a donation page and/or a QR Code for both options. To access the creative components, please go to the PMGD Station Page. Click here to access the creative assets.
By incorporating direct mail into the marketing mix, the ultimate goal is to provide as much exposure to the two-day PMGD event as possible. We are excited to see how this new addition will reshape results.
