Not long ago, a non-profit organization asked me to come in and perform a bit of tinkering. They had existing materials, such as a website and brochures, but they were fed up with the way things were going. They wanted me to come up with words to describe what they were all about so they could determine the next steps.
I refused to help.
After my recent post about the value of direct mail, I happened upon an interesting statistic. The Direct Marketing Association released new research that said 95 percent of nonprofit organizations use direct mail.
Why is that so significant? Most nonprofits operate on razor-thin budgets. They don’t have money to waste. So they have to be very careful about how they invest what they do have. And the fact that 95 percent of them continue to use direct mail as a channel suggests that it continues to carry its own weight.