According to the National Center for Charitable Statistics, there are 1,507,231 tax exempt non-profit organizations in the U.S. Though digital marketing has certainly become a norm for this vertical market, print based marketing and other documents are still in high demand.
Top five types of nonprofits consumers are giving to:
1. Church/Place of Worship (50%)
2. Local Social Service Organizations (45%)
3. Children’s Charities (37%)
4. Health Charities (35%)
5. Animal Rescue/Shelter/Protection Charities (25%)
Frequency of direct mail communication
- 7% send direct mail monthly
- 27% quarterly
- 30% twice a year
- 14% once a year
Integrated address labels can be used with the donor request process to drive response rates. These are often incorporated into a larger direct mail kit containing other promotional literature.
Integrated cards may follow once a new member has been acquired. These may have single or multiple cards on a single document. The cards may be barcoded for tracking and scanning at the point of entry at a zoo, museum or other venue. Additional print can follow a membership drive such as parking permits which may be window decals or hang tags. Integrated cards and labels are available in laser cut sheet and jumbo roll formats based on the equipment used by the mailing house managing the mailing campaigns.
Though the amount of donation does grow between January and December, mailings are not necessarily seasonal in nature. The type of non-profit may dictate a primary marketing time frame and frequency.
Types of non-profits
- Public Charities
- Social Advocacy Organizations
- Professional and Trade Organizations
(More information on types of charitable organizations is available from the IRS website)
Now may be the best time to explore print opportunities with non-profit groups in your area. The year end holiday season is often a key fundraising time. For more information on print opportunities in the non-profit vertical market, visit the Markets Served area of our website.