February 4th marked a special day for Burke Group: our first-ever, full-day event in Calgary, specifically designed for not-for-profits eager to maximize the power of direct mail. And what a success it was! The sold-out, free event welcomed 44 guests from 29 diverse organizations, with a waitlist proving just how big the sector is for effective direct mail marketing strategies.
This wasn’t your typical seminar. We opted for an interactive workshop format, blending 10-minute presentations with engaging group activities. This approach allowed attendees to immediately apply the concepts discussed and collaborate with peers, fostering a dynamic learning environment.
What is Direct Mail and Why Does it Matter for Non-Profits?
We dove deep into the essentials, starting with a clear understanding of what is direct mail. We explored how, in today’s digital world, direct mail remains a powerful tool for building connections and driving results, especially for not-for-profits. It allows for targeted messaging, personalized touches, and a tangible connection that can cut through the digital noise.
Expert Speakers Share Their Insights
Our expert speakers shared invaluable insights. Ben Silcox from Samaritan’s Purse and Jordy Nomura from Wilder Institute at the Calgary Zoo brought real-world experience to the table, offering practical advice and inspiring success stories. Their contributions were instrumental in making the day so impactful.
Workshop Curriculum: Mastering the Elements of Direct Mail
The workshop curriculum was carefully crafted to address the key components of a successful direct mail strategy:
- Data Cleaning: Ensuring your mailing list is accurate and up-to-date is crucial for maximizing ROI.
- Variable Messaging: Personalizing your message to resonate with specific segments of your audience.
- Data Targeting: Identifying and reaching the right donors with the right message.
- Add-ons: Exploring options like recipe cards, stickers and ornaments to enhance engagement
- Minimizing Costs: Strategies for optimizing Canada Post rates utilizing promo codes and contract pricing.
- Print Budget: Planning and allocating resources effectively for your direct mail initiatives.
- Types of Mail: Understanding the difference between Neighbourhood, Personalized and Postal Code Targetting mail.
- Creative: Designing visually appealing and compelling direct mail pieces that capture attention.
- Mixed Media: Integrating direct mail with digital channels for a cohesive marketing approach.
Plant Tours: Seeing the Magic of Print
Beyond the presentations and workshops, attendees also enjoyed tours of the Burke Group plant, gaining a firsthand look at the printing process and the technology behind effective direct mail production.
Raving Reviews: The Impact of the Workshop
The feedback we received was overwhelmingly positive. Here are just a few quotes that highlight the value of the workshop:
- “This was wonderful! Thank you for offering this at no cost and creating a workshop tailored to non-profit fundraisers.”
- “We have not done a direct mail campaign before and all the information from today’s workshop was very informative and exciting to hear.”
- “Wonderful to have a financially accessible workshop for the non-profit sector! Thank you for creating this opportunity. Love the ideas for creative options and excited to explore options further!
Looking Ahead: Partnering for Direct Mail Success
These testimonials reinforce our belief in the power of direct mail for not-for-profits. We’re thrilled that attendees left with actionable insights and renewed enthusiasm for incorporating direct mail into their fundraising strategies.
At Burke Group, we’re passionate about helping organizations achieve their goals through effective direct mail marketing. Stay tuned for future events and resources designed to empower not-for-profits. Contact us today to learn how we can help you create a direct mail campaign that delivers results.