Make print part of your fundraising plans
Posted on 15th March 2022
Many charities have found fundraising challenging during the pandemic at a time when demand for their services is increasing.
Charities that rely on cash donations have struggled because face-to-face events had to be cancelled and with contactless and cash-free payments, traditional collection boxes are becoming outdated.
On the other hand, people’s generosity and wish to make a difference is still powerful across all age groups. Captain Sir Tom Moore’s simple effort to raise funds for the NHS in his 100th year is a clear example of what can be achieved when you capture the nation’s imagination.
Many not-for-profit organisations have started to search for new fundraising channels and print can give them the edge they need in a digital world.
According to the Chartered Institute of Fundraising post-pandemic changes in income will significantly affect giving. However, there’s evidence that there is significant potential value in detailed donor segmentation and tailored fundraising.
How print can make a difference to fundraising
Many people continue to work from home, at least for part of the week, which makes them much more aware of what arrives through their door. Some things, like Pulse magazine, are welcome arrivals that bring information about their local life and community.
Speaking directly to your audience – information that’s all about the local community and expressed in a style and tone that speaks directly to your audience is an ideal way to share fundraising messages. When it arrives directly through people’s doors, they are much more likely to give it some attention when they take a break.
Storytelling – each copy of Pulse magazine is often kept, read and re-read by several people, at least until the next edition arrives. In contrast, you have very little time to get people’s attention on digital channels. When people are checking their inboxes and social media channels you might have just a few characters to work with.
Delivering your story in print with engaging pictures, headlines and personal messages can make a big difference to the time people will spend reading your content. You will also have more time and space to reinforce the importance of a simple donation.
Recollection – there is evidence that people will recall more of what they read in print and remember it for longer compared with digital content. There’s more personal engagement when people read printed content with the added reinforcement of the touch and smell of a printed material. When you design your campaigns carefully you can increase the likelihood that people will donate in another context because they remember what they have already read about your cause.
Engagement – more than half of people between 35 and 44 give to charity and they are the largest group to read newspapers, magazines and books, so it’s an ideal way to reach a generous part of your community.
Cost-effective – campaign codes, landing pages and social media channels can all be promoted in your printed content. Because people have chosen to use these signals to find out more, they are likely to stay longer and explore when they visit, increasing your chances of engaging with them.
Tracking – there are simple techniques that will allow you to keep track of donations made as a result of your printed advertising including dedicated website pages with donation or subscription forms, specific phone lines, and campaign names or codes. It all helps you to know what works well and to improve your results over time.
Supporting local charities
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