The advent of digital technology has revolutionised the way charities communicate and market themselves to their supporters. With the recent pandemic and imposed social distancing restrictions, charities have been quick to adopt digital tools such as Zoom and digital fundraising platforms to reach their supporters more efficiently and quickly. These digital marketing tools provide organisations with valuable insights into their audience through digital reports that track metrics such as page views and time spent on each page.
Digital technology has significantly impacted the way charities reach and engage with their supporters, but print marketing is still a valuable tool in their marketing mix. While digital marketing offers speed, efficiency and targeted reach, print marketing provides a tangible and lasting connection that can be leveraged to build relationships and drive fundraising success. Here, we’ll explore the impact of digital technology on print marketing for charities, and the ways in which print can still play a vital role in the charity sector.
Reaching a wider audience with print marketing One of the key advantages of print marketing for charities is that it reaches a broader audience. Digital marketing is often targeted to specific demographics based on data such as age, income, and location, while print materials can reach a wider range of people, regardless of their technical skills or access to the internet. This is especially important for charities, who often have a diverse range of supporters and stakeholders, as it allows them to reach everyone with a single message.
Print marketing is also more difficult to ignore than digital marketing. Many people are bombarded with digital marketing messages every day, and often tune them out or simply delete them. On the other hand, print materials are often kept and displayed, especially if they are visually appealing and well-designed. This means that charities are able to reach their supporters with a message that they are more likely to remember and take action on.
Lower cost and easier measurement with print marketing can also be more cost-effective for charities than digital marketing. While digital marketing can be relatively cheap to execute, it can be expensive to measure the results, and it can be difficult to determine the return on investment. Print materials, on the other hand, can be produced at a lower cost and are much easier to measure in terms of response rates and conversions. For example, the response rate for direct mail is typically higher than that of email, making it a more cost-effective choice for charities.
Furthermore, print marketing can be easily measured and tracked, giving charities valuable insight into the effectiveness of their campaigns. By analysing response rates, donation amounts, and other key metrics, charities can determine what works and what doesn’t, and make data-driven decisions about their future marketing efforts.
Building relationships with print marketing One of the biggest benefits of print marketing for charities is the emotional connection it creates between the charity and its supporters. The tangible nature of print provides a physical connection that is often more meaningful than a digital message. This emotional connection is key to building lasting relationships with supporters, which is essential for the success of any charity.
For example, a well-designed and well-printed annual report can have a much greater impact than a digital version, as it allows supporters to see and feel the impact of the charity’s work in a tangible way. Similarly, a beautifully designed fundraising appeal is more likely to engage and motivate supporters to take action than an email or social media message.
Fundraising success with print marketing Finally, print marketing has the potential to make a greater impact than digital marketing, especially when it comes to fundraising. Charities that use print materials for fundraising often report that they receive a higher response rate and a higher average gift size than those that rely solely on digital marketing. This is because people are often more willing to give to a cause that they feel a connection with, and print materials are more likely to create that connection.
For example, a beautifully designed and well-printed donation envelope with a personalised message and a reply card can be much more effective than a digital fundraising appeal. Similarly, a well-designed and well-printed annual report can showcase the impact of the charity’s work in a way that inspires supporters to give. Print marketing can also help build trust and credibility for a charity. A well-designed and well-printed annual report, for example, can demonstrate transparency and accountability, which can help build trust with supporters and other stakeholders. Similarly, a well-designed and well-printed fundraising appeal can show that a charity is serious about its mission and is committed to making a real impact.
Print marketing also offers an opportunity for charities to showcase their creativity and personality, which can be particularly important in a crowded and competitive nonprofit landscape. For example, a unique and eye-catching fundraising appeal can help a charity stand out from the crowd and make a lasting impression on its supporters. Similarly, a well-designed and well-printed newsletter can help a charity build relationships with its supporters by showcasing its work and mission in a way that is both informative and engaging.
In conclusion, digital technology has certainly impacted print marketing for charities, but it is far from being replaced. Print still has many benefits for charities and can play a vital role in their marketing mix. From reaching a wider audience to building relationships and inspiring fundraising success, print marketing offers a tangible and lasting connection that digital marketing simply can’t match. By embracing new print techniques and incorporating print into their marketing strategies, charities can ensure that they are reaching their supporters in the most effective and meaningful way possible.
Digital technology has had a significant impact on print marketing for charities in the last 10 years. Charities have been quick to adjust to digital tools, such as Zoom and digital fundraising platforms, due to the pandemic and imposed social distancing restrictions. Digital marketing tools can get messages to supporters faster and more efficiently than print materials, while digital reports can give organisations specific information such as page views and time spent on each page
However, printing still has many benefits for charities and businesses. Techniques such as 3D printing and LED UV litho printing are the way forward, with shorter turnaround times and perfect quality compared to older technology. Charities are also able to expand their range of stocks with LED UV litho printing. Additionally, print materials such as press releases, fundraising appeals, newsletters, and recruitment collateral still have a place in nonprofit communications.
