Direct mail is still an important fundraising tool but is changing with new digital technologies. Variable data printing (VDP) allows direct mail to be highly personalized with different content and images for each recipient. This integrated direct mail can then drive recipients to engage with the organization across other channels through personalized QR codes, text-to-give campaigns, and individualized landing pages. VDP printing can also combine mailing and printing into one process for reduced costs and improved postal discounts.

1. Sept/Oct 2011
How Digital is Changing Direct Mail
by Tony Fraga that there is a clear call-to-action in for production. This is typically done
each channel of your campaign, AND in InDesign with multiple layers
Direct mail is still a fundamental the call-to-action is the same (or very corresponding to major art changes
player in today’s multi-channel similar) across channels. Your donor/ for specific segments, and all text
fundraising world. However, it is prospect should be able to tell within variables included in a manner
important to understand how direct 5 seconds of experiencing a mailing, similar to setting up a merge for laser-
mail is changing – and that this is a email, text message, website, or personalization in Microsoft Word.
good thing for Catholic fundraising. social media promotion, that it is a
part of the same campaign that you
Traditional direct mail (and by
“traditional” I mean “last decade”) have communicated via other media #2 Combine Printing & Mailing
channels. Digital printing technologies into a Single Production Process
has primarily been “a single message
allow organizations to produce direct With traditional printing you have
to many people,” with small amounts
mail campaigns that are both highly separate printing and mailing
of personalization, usually limited to
personalized and effectively integrated processes. With VDP you can print
a personalized salutation and some
with other media channels. everything – including the mailing
suggested gifts based on a donor’s
information and barcodes – all in
previous giving history. Today’s direct
Here are 4 reasons to consider one pass. If you’re doing a letter
mail is much more dynamic, thanks
converting your traditional direct mail package you may still have some
to the advantages of Variable-Data
package into a dynamic, digitally- static elements, such as envelopes,
Printing (VDP) and other digital
produced, highly-personalized, cross- but you can save time and reduce
technologies. You now have the ability
media promotion: production costs on personalized
to easily and affordably produce
letters, brochures, newsletters, or
“many messages to many people.”
any sort of self-mailer. And since
This means you can develop copy
and content that is relevant to each
#1 Change Copy and Images on the mailing data is being setup at
the Fly one time along with the artwork for
specific segment and pertinent to each
With VDP technology you can change the mailpiece, your overall postage
individual constituent.
the text, photos, and other full-color costs can be reduced because you are
graphics on each individual print processing all segments at one time in
While gathering more copy and
piece. That means that you can send one production run (i.e., your mailing
content may create a bit more work
a very specific message to a unique might qualify for better automation
in the initial stages of campaign
segment of your donors/prospects, and discounts), instead of doing separate
planning, the benefits of this work
completely change that message for a batches for each segment. You are also
are well worth the extra effort.
different sub-set of your constituents – reducing costs by eliminating separate
In today’s multi-media infused
all within one postal presort. This can laser-personalization or ink-jet
world, it is more important to send
be especially helpful when crafting production processes that are typically
highly personalized and relevant
different messages to lapsed donors, separate mailshop functions.
communications than ever before
low-end active donors, mid-level
– especially if, in addition to your
donors, major donors, and prospective
direct mail, you are communicating
donors. You can essentially change #3 Digital Technology has
across other channels such as email, Improved Tremendously
the entire look and feel of the package
web, mobile and social media. Any Not too long ago digital printing was
to be appropriate for each respective
worthwhile multi-channel campaign only cost-effective for very small
segment of your audience, while still
must be well integrated. That means quantities and package sizes. Today’s
creating a single graphics package

2. digital printing presses are capable code. QR Codes are 2-dimensional, Direct mail can be used to encourage
of printing in much larger formats square barcodes that can hold much your constituents to engage with you
and therefore can be cost-effective more information than a traditional via new and increasingly emerging
on quantities between 50k – 100k barcode. They are scanned using a media channels. Here is a short list
pieces depending on size (some smartphone with a barcode reader of ideas for how to use direct mail to
digital presses now have sheet sizes application. They typically take drive multi-channel responses:
up to 26 inches wide!) and versions. respondents to view a website, a
Print quality has also improved so video, share contact information, Print personalized QR Codes that
much that many people cannot tell calendar events, or anything that can direct constituents to a mobile-
the difference between a letter that be hosted on a website. In a recent optimized landing site
has been printed digital vs. offset. article in Deliver magazine, the U.S.
Additionally, paper stocks for digital Postal Service stated, “Many brands Promote “Text-to-Give” or “Text-
presses have improved along the same are finding that including a barcode to-Win” campaigns
lines and some digital presses can on mail increases the response rate
now print on card stock up to 14PT. and helps drive customers to take Use campaign-specific landing
The only disadvantage is that digital immediate action.” sites with Personalized URLs
presses cannot print PMS colors – the (PURLs) as the call-to-action
best they can do is a CMYK match Many organizations are already using
(i.e., using 4-color process printing generic QR Codes in their direct Promote your organization’s
to match a PMS color as closely mail. But where QR codes can offer Social Media identities (and offer
as possible), and certain types of greater benefit (especially for non- an incentive to “like” and “follow”
digital presses are much better at profit organizations) is when they you!)
this than others. The bottom line is, are personalized to each recipient.
if you haven’t taken a look at the Instead of sending a generic QR code Use Intelligent Mail Barcodes
cost-savings of VDP within the last 6 that takes all constituents to the same with tracking service that
months, you may want to check again. generic website, you can use VDP triggers individual emails to your
(NOTE: Pricing among vendors can and Personalized URLs (PURLs) constituents when the mail piece
vary significantly when it comes to to make unique QR codes for each is scanned at the postal facility
VDP – be sure to compare multiple person. This allows you to track closest to their home (i.e., the
digital printing providers.) responses down to each individual email lets them know to look for
person so you can learn more about your package in their mailbox
their preferences and behavior in “today or tomorrow”)
#4 VDP Direct Mail Drives Online, response to your campaign. In other
Mobile and Social Integration words, you can capture the names and [For organizations with local
When someone uses the words contact information of a much broader audiences] Use VDP to print
“digital” and “fundraising” together range of responders – from the most variable maps with turn-by-turn
in the same sentence, most people interested donors to the people who are directions from each person’s
start thinking about online fundraising merely browsing and looking for more house to your closest donation
tools (websites, social networks, information about your campaign. center, special event, or local office.
mobile, banners, e-blasts, etc.). But
it is important to remember that so
much of online traffic originates
Check out DD’s other articles
from offline communications. This is
and white papers at:
arguably the most important reason to
www.DirectDevelopment.com,
convert your old, static direct mail into
or scan the QR Code below.
a more dynamic, highly-personalized
package. With variable-data printing
you have a wider range of cross-media
tools to incorporate in your direct mail
communications.
Tony Fraga is Director of Client Services at
Take QR Codes, for example: just last Direct Development, an NCDC Corporate
Partner, specializing in the production of
month the U.S. Postal Service gave
integrated cross-media campaigns for non-
a 3% postage discount for any direct
profit organizations.
mail campaign that included a QR