How Nonprofits Can Use Direct Mail to Promote Events and Drive Attendance
Events are where nonprofits spread awareness, raise funds, and, most importantly, build relationships.
Galas, walks, community fundraisers, and volunteer appreciation nights give supporters a reason to show up in person and see the mission at work.
The challenge is getting the right people in the right room. That is easier said than done. People are busy, so nonprofits need to make sure their event stands out among competing priorities.
Direct mail can help do that by giving the event visibility. Salesforce's white paper "Direct Mail for Nonprofits" cites a 91% open rate for direct mail. Once opened, the invitation remains a physical reminder leading up to the event.
Tailor the Invitation
52% of consumers are more likely to engage with mail when it feels tailored to them, and 67% say that a personalized detail led them to take action.
Segmentation allows nonprofits to add these personal touches to invitations.
Past gala guests can receive messages referencing last year's event, while new donors get a first look at the mission. For lapsed supporters, the invitation can recognize their previous involvement and offer an opportunity to reconnect.
Design Pieces That Make Responding Easy
The invitation’s design should guide readers toward registration. Event mailers should make these three essentials clear:
The Details: The date, time, and location should be impossible to miss. If readers have to search for basic event information, they are more likely to lose interest.
The RSVP: Shutterfly Business Solutions recommends offering at least two ways to respond, such as a QR code linking directly to the registration page and a reply card that can be returned by mail.
The Format: Different events call for different formats. A postcard suits a community walk or open house, while a formal invitation with an envelope fits a gala or donor dinner. Regardless of the format, the invitation should remain consistent with the organization’s brand and messaging.
Connect Print With Digital Follow-Up
Combining direct mail with digital follow-up gives supporters another opportunity to notice the event and respond.
In a USPS study on digital outreach and direct mail, 63% of marketers said coordinating the two channels increased their response rates.
For example, a mailed save-the-date can introduce the event, while a follow-up email provides another reminder and an easy way to register. Consistent design and messaging help the mailer and email feel like part of the same campaign.
Measure What Worked
Each completed event mailing provides insights that can improve the next campaign.
Unique QR codes, campaign-specific registration links, and returned reply cards show which pieces performed, from response methods to the audience segments and formats that drove the most signups.
Organizations can use these results to refine the mailing list, format, and messaging for the next event.
Fill the Room at Your Next Event
Strong attendance begins well before the doors open. The event invitation should capture attention and give supporters a reason to attend.
LGC helps nonprofits plan and execute direct mail and print marketing campaigns that drive results. To learn more, contact us at [email protected].