Celebrating the 15th Annual Remember A Charity Week!

Now in its 15th year, Remember A Charity Week is a time to remind people of the impact of leaving a legacy in their will.

The most recent figures from Smee & Ford show that currently, 15% of wills at probate include a charitable gift, contributing ￡4 billion annually to good causes.

But what if more people chose to leave a legacy? Remember A Charity estimates that if the number of wills containing a charitable gift were to rise from 15% to 20%, it could unlock an additional ￡1.3 billion per year for charities. That’s a life-changing increase for countless organisations working to make a difference.

Legacy giving is a sensitive subject, but it’s one that fundraisers need to address in a thoughtful, engaging way.

This is where direct mail becomes an invaluable tool. Direct mail offers a unique channel for organisations to promote legacy giving, as its engagement levels allow for a more personal and reflective conversation with supporters. It lands directly in the hands of potential donors, providing the time and space to consider a decision as important as leaving a legacy.

The latest statistics from JICMAIL Q2 2024 highlight how direct mail continues to be an effective channel:

1. Mail volumes are on the rise: There was a 12% increase in direct mail volumes, showing that organisations are investing more in this trusted medium.
2. Higher interaction rates: 77% of direct mail is opened and read, demonstrating its potential to engage recipients in a way that digital channels struggle to achieve.
3. High attention rate: The typical direct mail piece holds attention for 132 seconds, a strong indicator that people are actively engaging with their mail.
4. Longevity of message: Direct mail stays in the home for an average of 7.3 days, giving people time to reflect on the message and make a considered decision.
5. Increased response rates: Response rates to direct mail campaigns have stand at 5%, suggesting that it is effective way for charities to prompt an action or donation.

For organisations looking to grow their legacy income, direct mail offers a proven and highly effective route to inspire supporters to leave a lasting gift. With volumes and effectiveness on the rise, now is the perfect time to invest in a channel that connects deeply with people on matters close to the heart, such as legacy giving.

With Remember A Charity Week in mind, let’s consider how we can continue to unlock the potential of legacy giving, making it easier for people to leave a legacy that lasts for generations to come.

Get in touch with our expert team for more information or advice!

Are you Christmas Appeal Ready?

While September is an important month for legacy giving, it is also the perfect opportunity to finalise your Christmas Direct Mail Activity.

Donation trends over the past four Christmas periods show that Wednesdays in December perform the highest for donations, with weekends being the least likely time people will give.

This important insight suggests that planning for mail packs to land on doorsteps at the beginning of the week could pay dividends in terms of encouraging a donation.

Over the past four years, weeks 3 and 4 of December have consistently been the best performing, again highlighting the importance of time planning. Week five, the period between Christmas and New Year, sees donations significantly drop off.

However, this period is still an important time for charities to get into donor consciousness about the value of donating as a New Year resolution, particularly when it comes to setting up regular gifts. This is also proven to be the best time to ask existing donors to increase their gift.

Here at The Production Hub, we produce all aspects of the direct marketing mix, so whether you're considering warm, cold or partially addressed mail, donor acquisition campaigns, door drops, festive raffle appeals or something else entirely, get in touch today to see how we can help!

91% of Marketers Say Direct Mail Delivers the Best Response Rates

In other news, the latest State of Direct Mail Marketing report reveals one of the standout benefits of direct mail is its exceptional return on investment (ROI).

According to the report, 84% of marketers agree that direct mail delivers the best ROI compared to other channels. This is a significant increase from 74% in 2023, showcasing the growing confidence in direct mail’s ability to drive tangible business results.

High Response Rates

Direct mail boasts impressive response rates, with 91% of marketers agreeing that it delivers the best response rates of any marketing channel. This high level of engagement makes direct mail a powerful tool for reaching and converting potential customers or donors for charities.

Increased Budget Allocation

Reflecting its effectiveness, 82% of marketers have increased their budget allocation for direct mail, up from 58% in 2023. This increased investment underscores the value that businesses see in direct mail as a reliable and effective marketing strategy.

The Future of Direct Mail

The 2024 State of Direct Mail Marketing report states that direct mail remains a vital component of a comprehensive marketing strategy. Its ability to deliver high ROI, superior response rates, and personalised communication makes it an indispensable tool for all types of organisation, no matter the sector, looking to maximise their marketing impact.

If you want to maximise the impact of your direct mail campaigns, get in touch with us to find out how we can help!