Consider Statement-based Marketing

5 Reasons It Works

Because other marketing channels are plagued by spam filters and do-not-call lists, statements are becoming an even more valuable component of the overall communication mix.

1. Unrivaled Openability. Statements and invoices are expected — they contain important financial information and usually require action. So it’s not surprising that more than 95% of transaction documents are opened and read each month — far more than any other type of direct response effort.
   
   
2. High Involvement. Bills and statements receive more attention than any other form of communication, including television advertisements. The average customer invests between one and three minutes for statement review.
   
   
3. Trusted Media. While e-security and telephone fraud continue to make headlines, nearly everyone trusts the Postal Service to send and deliver mail — including highly important documents.
   
   
4. Functionality. Not only do statements command more attention when they are initially opened, they are often viewed more than once. The paper-based nature of transaction mail is valued by consumers as they pay bills, submit expense reports, prepare taxes and file documents.
   
   
5. Greater Returns. As statements are already in the mailstream today, marketers are finding TransPromo* to be one of the most cost-efficient communication channels. Statement-based marketing is also more effective simply because of the target audience: current customers. A five percent increase in current customer business can translate into as much as a 50% increase in bottom-line profits.

From Mailing Systems Technology - March-April 2008

*TransPromo is the combination of personalized promotional messages with must-read transactional documents such as statements, invoices, explanations of benefits, policy notifications and other customer-facing documents including receipts and point of sale/purchase documents.

Fun Facts

Wood fiber for paper - Where does it come from?

You may be surprised to learn that about one-third of the raw material used to make paper in the U.S. is residue - wood chips and scraps left behind from forest and sawmill operations. These “leftovers” would probably be burned or discarded if not used by the paper industry.

Another third of the raw material is recovered paper. Although some papers contain 100 percent recycled fiber, papermakers often combine various amounts of recycled and new fiber to produce the desired quality and grade of paper.

Only about one-third of the fiber used to make paper in the U.S. is from whole trees, which the industry calls round wood. It is not considered economical to use large logs for paper when they could instead be used for lumber. For this reason, only trees smaller than 8 inches in diameter, or larger trees not suitable for solid wood products, typically are harvested for papermaking.

From - TAPPI - The Leading Technical Association for the Worldwide Pulp, Paper and Converting Industry

Effective Direct Mail for Non-Profits

Donor RETENTION
• First priority
• Maintain Top of the Mind Awareness (TOMA)
• Targets the person who has already invested in you

Donor DEVELOPMENT
• Continue to educate about the mission of the organization
• Your donor learns about the successes and continuing needs of your organization

Donor RECRUITMENT
• Prospecting
• Identify similar groups of people or businesses that have an affinity for your organization

Don't forget to provide an opportunity for people to contribute to your cause! That remains consistent whether you are trying to retain donors, recruit donors or develop donors.