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Direct mail news: Is this the “mail moment” for your nonprofit?

If you haven’t mailed your mom a letter in a while, now is the time to do it. The USPS will be dropping the cost of a first-class stamp to 47 cents — the first price reduction we’ve seen in 97 years.

This is very exciting news for those of us at SankyDirect who live and breathe direct mail—and cringe at the impact each postage rate increase has on our budgets and our clients’ bottom line. With a rate reduction, we’re jumping for joy! But this isn’t the whole picture.

Despite the rise of technology and mobile platforms that are all around us, and despite millennials complaining that eating cereal takes too much energy (no, I didn’t make that up), direct mail has not faded into obscurity. Quite the opposite—it now seems to be penetrating target audiences better than ever before. It’s become (dare I say) trendy!

Much like the return of vinyl in an era of digital music, direct mail has become “the most welcome house guest” in the lives of individuals who feel bombarded by electronic communication. According to McCann CEO Harris Diamond, direct mail is having a heyday because of what Diamond dubs: “The Mail Moment.”

If the fact that it’s both cheaper AND better received than it has been in years isn’t enough to convince you to rethink your nonprofit’s direct mail strategy, there are also emerging technologies that are finally starting to stick as well. Technologies like augmented reality, revamped QR codes, near field communications, and simply enhanced tactile mailers are all changing the game for direct mail.

Want to know more about how they can help you increase your nonprofit’s returns? Drop us a line or write us a letter! It’s cheaper nowadays.

Micah Banner

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Micah Banner

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