Clients and friends often ask if including a reply mechanism on their planned giving postcards is worth the added expense.
It depends on the circumstances, but generally, I do not feel it’s worth it.
As we all know, planned giving is a low-response business. So even with the most successful direct mail programs, we see very few reply cards actually filled out and returned. However, this does not mean your information is not getting read. It’s just that most people are not going to take the time to respond, on a whim, to questions about a subject that requires some in-depth thought and planning. See this page for planned giving marketing strategies.
Remember: You are not selling sweepstakes. You’re educating. You’re reminding. And you’re building relationships.
Why Frequency Matters More Than a Response Card
What does this mean for you? You’ll have additional opportunities to reach your prospects. Marketing 101 says the more touches, the better. So nix the expensive response card and use the savings to send out more touches. Mail your marketing materials more often instead of including a reply mechanism.
After one or two postcards, you’ll have piqued some of your prospects’ interest. Card #3 might go on the fridge as a reminder to discuss it with the hubby. After card 4 or 5, maybe some of them will even call. Or you’ll call them to say “thank you” for a past annual gift, and they’ll remember those postcards and say, “What is this about some gift that pays me retirement income for life…?”
Bingo. A door just opened. Now’s your chance (have you practiced your elevator pitch?).
For more insights on effective donor engagement, check out our Planned Giving Tools.
The Psychology Behind Effective Postcards
Planned giving decisions are rarely made impulsively. Unlike consumer purchases, where an enticing offer may trigger an immediate response, planned giving requires thoughtful deliberation. Your goal should be to create a long-term brand impression that keeps your nonprofit top of mind when the donor is ready.
- Repetition Builds Familiarity: Studies show that repeated exposure to a message increases trust and recognition. A single postcard is easy to ignore, but a series of well-crafted messages builds credibility over time.
- Emotional Triggers Enhance Engagement: Stories about real donors who have left impactful legacies resonate more than generic messaging.
- Simplicity Drives Action: Overloading postcards with information can be counterproductive. Instead, a clear, compelling message with an easy call to action works best.
Want to see successful postcard templates? Browse our Planned Giving Postcard Examples.
Two Caveats to Consider
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High Mailing Volume Can Change the Game
If your mailing quantity is quite high—say 30,000 pieces or more—then it’s a different ballgame. At those quantities, the pricing between the two products becomes essentially the same because of the volume.
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Solicitation Letters Are Different
I do believe there is a time and place for a response card. When and where? Well, for starters, solicitation letters are a good opportunity to enclose a reply vehicle. There is usually no extra cost, and a reader who has made it through an entire letter (as opposed to a postcard, which is just a 10-second read) is already more engaged and therefore more likely to respond.
For expert insights into solicitation letters, visit PlannedGiving.com.
Best Practices for Planned Giving Postcard Campaigns
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Use Emotional Storytelling
People respond to emotions more than data. Instead of just listing the benefits of planned giving, tell stories of real donors who made an impact. Feature testimonials and success stories that show how legacy gifts make a difference.
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Integrate Multi-Channel Follow-Ups
A postcard is just one touchpoint. Use it as a trigger for email follow-ups, phone calls, or even social media engagement. For instance, if a donor visits your planned giving webpage after receiving a postcard, follow up with an email providing additional details or an invitation to an informational webinar.
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Make the Call-to-Action Simple
Rather than a complicated reply mechanism, provide a short and clear CTA like “Learn more at PlannedGiving.com” or “Call us at [your number].” Keep the barrier to action as low as possible.
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Leverage Retargeting for Higher Engagement
If your postcards are driving traffic to your website, use digital retargeting ads to continue engaging those visitors with planned giving reminders. A well-timed retargeting ad can keep your message in front of prospects, increasing the likelihood of conversion.
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Experiment with QR Codes
Adding a QR code that links directly to your planned giving page or a short educational video can enhance engagement. Many donors, particularly younger ones, prefer digital interactions over filling out physical reply cards.
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Segment Your Audience
Different donor segments respond to different messages. Consider creating customized postcards based on donor history, age group, or giving preferences. For instance:
- Loyal annual donors might respond well to messaging about how they can extend their impact beyond their lifetime.
- Older donors may be interested in gift annuities that provide income for life.
- Younger professionals may need education on tax-smart giving strategies.
For donor segmentation strategies, visit PlannedGiving.com.
How to Track the Success of Your Postcard Campaign
Tracking response rates and engagement is crucial for optimizing your planned giving marketing. Here are some ways to measure success:
- Unique URLs & Landing Pages: Use a dedicated landing page URL (e.g., PlannedGiving.com/YourCampaign) to track visitors who came from your postcard.
- Call Tracking: Assign a unique phone number to your campaign to measure inbound inquiries.
- QR Code Analytics: If you use QR codes, track the number of scans and visitor behavior on your site.
- Google Analytics UTM Tracking: Tag links with UTM parameters to see how much traffic your postcards drive to your website.
- A/B Testing: Send two variations of a postcard and measure which one generates more engagement.
For a complete guide on measuring planned giving marketing effectiveness, visit PlannedGiving.com.
Postcards Work, But Strategy Matters
Planned giving marketing is all about staying top of mind. Rather than relying on a response mechanism that rarely delivers, focus on:
- Consistency in messaging and frequency of outreach
- Using storytelling and emotional appeal to connect with donors
- Integrating postcards into a multi-channel strategy
- Leveraging digital tools to track and enhance engagement
A well-thought-out planned giving postcard strategy keeps donors engaged and opens doors for meaningful conversations.
For the best planned giving marketing strategies, visit PlannedGiving.com and explore our library of resources to take your donor engagement to the next level.
