Should You Use Stamps on Your Direct Mail?

Since direct mail fundraising is the lifeblood of nonprofits, knowing what works and what doesn’t really matters. Many nonprofit organizations use stamps on their direct mail appeals. Depending on who you ask, you will hear that the stamped envelope gets more donations, or it doesn't matter. What is a fundraiser to believe? 

Should You Stamp the Outer Envelope?

The latest research shows that no matter what type of postage you put on the outgoing envelope it does not change the donation response. Your options are meter, stamp or indicia. Keep in mind that there is an extra cost from your mail service provider to meter and stamp. If you add the indicia when the envelope is being printed, then there is no extra cost.

Since there is no net gain on the outer envelope, you should use an indicia to save on costs. 

As they say, variety is the spice of life! So make sure that you are changing your outer envelope design and tagline with each mailing. The changes are noticed and worth it. Keep in mind that you need to stay on message. Your tagline teases potential donors to open the envelope and learn more about your organization. If your tagline is off message, your donors will not respond.

Should You Stamp the Reply Envelope?

Now, interestingly there is a difference on the reply envelopes. The difference here is that the postage matters, but not what type. You should be changing up what you are doing. Donors notice a change. 

So, if you have always provided postage paid reply envelopes try sending courtesy reply envelopes asking for the donation to start with the stamp. The change actually increases donations. So, vary the type of reply envelope you provide to keep it fresh for donors. 

You can also provide reply envelopes with an affixed first-class stamp, which could push donors to make some kind of donation so as not to waste the stamp. On average, you do not want to do this to donors who donate less than $100. Remember that you want to change up the reply postage with each mailing.

FYI your high-end donors should be getting reply envelopes with first-class stamps on them. The more stamps the better. So, if postage is $0.68 each then divide that into three or more lesser denomination stamps. Yes, affixing these will cost more. This is why you only do it for high-end donors. The results will be more high-end donations, so it is worth it.

The main takeaway is that you should use indicias on your outer envelopes. Change images and tagline copy on your outer envelope with each mailing. On your reply envelopes, vary your type of postage. Rotate between prepaid indicia, stamps and request for postage.

Make sure you are tracking your results. If you see a difference, you will know what is working and what needs improvement. 

The preceding post was provided by an individual unaffiliated with NonProfit PRO. The views expressed within do not directly reflect the thoughts or opinions of NonProfit PRO.