Planned Giving Marketing

In this discussion we must assume that the mailing is not going out late and does not have a deadline for response. In this case use First Class or do not mail at all.

In most cases, “Third Class Mail” (the US Postal service often changes the name of this service; but it’s the generally recognized “bulk mail”) works just as well as first class mail, and using the non-profit, pre-canceled postage results in substantial cost savings.

Non-profits who try to gauge mail to arrive and be read a certain day of the week are kidding themselves. Not only does it depend on the different post-offices your mailing is routed through, but many people don’t read mail daily because they are either not at home or have other priorities. With proper planning you can control the arrival of Third Class Mail within 10 days in the US (except during the Christmas season).

One of the main reasons non-profits new to direct marketing shy away from Third Class is that they feel their mailers will be perceived as junk mail. This is a misconception because junk mail is only junk if it has no appeal to the reader (like most of the spam out there).

If you are sending out a personalized letter, we generally recommend first class mail (with a real stamp, and preferably a handwritten or typed address). Of course, your size of mailing and budget may impose limitations. But in general, planned giving mailings are to a smaller, targeted group. You may also want to consider writing “first class mail” on the envelope if you send it first class.

Category: Planned Giving Marketing on June 6th, 2008