Spooky Season has Arrived! ??

As we swiftly approach the end of 2023, Remember A Charity Week has once again reminded us that sometimes true impact lies in the enduring legacies left behind.

The latest statistics from Remember A Charity reveal that legacy gifting has increased by 43% over the last decade, highlighting that being more overt and open about bequests is the right way forward for charitable organisations.

So this month, we’re celebrating the campaigns of #RememberACharityWeek, some of which can be seen here in UK Fundraising's round-up, where the difficult subject of legacy gifting has been handled with compassion and sensitivity.

Year-Round Commitment to Legacy Marketing

However, as we all know effective legacy marketing cannot be confined to just one week of the year. It must be an integral element within a charity’s annual marketing strategy - a year-round commitment to fostering discussions, providing information and offering support to those considering legacy gifts. Building trust and maintaining a constant presence are key in helping individuals make informed decisions that align with their own personal values.

Direct Mail: A Trusted & Effective Tool

In legacy marketing, the channel through which messages are conveyed matters significantly. Recent research by JICMAIL underscores the efficacy of direct mail as a tool for legacy fundraising. Direct mail now commands a level of attention that surpasses digital and above-the-line advertising. What sets it apart is not just the quantity but the quality of attention it receives. Recipients make dedicated time to absorb their mail, offering a level of engagement that is often unparalleled in an era where multitasking, such as second (and third) screening, is the norm.

With Legacy Foresight predicting a rise in bequests over the next 12 months, continuing to have these conversations with supporters is crucial, but doing it in the right way is more important.

Our expert team can help you ensure that you get the best out of your legacy fundraising activity though direct mail – do get in touch!

Our new website is now LIVE - so go and take a look!

We’ve done it to reflect our commitment to quality and marketing effectiveness. The new website has been designed with our client’s needs in mind and will provide a more streamlined user experience.

Founded in March 2012, we are proud to have established a reputation for excellence in all aspects of the marketing mix. We produce direct mail in all shapes, sizes and volumes, and send inserts and door drops to millions of households and titles, whilst also delivering effective raffle programmes. Specialising in the charity sector, no job is too large, and no job is too small.

Our new website will enable clients and prospects to easily access information on our services, as well as demonstrate our commitment to sustainability and data security. The website has been designed to be user-friendly, with a modern look and feel, and will be regularly updated with the latest news and information concerning the charity sector and the direct mail market, as well as with the latest updates about us, such as our recent ISO reaccreditation.

Direct Mail is at its most effective, hitting a six-quarter high in Q2 2023 according to the latest figures from JICMAIL. The results have unveiled some compelling insights into the enduring power of mail as an effective marketing channel for charities.

Nine Percent Year-on-Year Growth in Consumer Actions

One of the most remarkable takeaways from the Q2 2023 results is the impressive nine per cent year-on-year growth in the proportion of mail items prompting actions among consumers. Actions such as making donations and engaging with brands have surged to a level of 31 percent. This statistic alone underscores the enduring value of mail in driving meaningful consumer engagement.

Mail’s Effectiveness Across the Customer Journey

Mail has proven its mettle at every stage of the customer journey. From sparking brand discussions, which increased from 14 percent in Q2 2022 to 16 percent in Q2 2023, to driving website visits (eight percent of mail), and ultimately, motivating consumers to take action (up to five percent from four percent the previous year), mail has emerged as a versatile tool in marketers’ arsenals.

Growing Consumer Engagement

Consumer engagement with mail continues to grow in Q2, with increased interaction rates across Direct Mail, Door Drops and Partially Addressed Mail. Additionally, Item Reach, which measures the number of people mail is shared with in a household has risen across all mail types. These trends highlight the enduring relevance and effectiveness of mail in capturing and retaining consumer attention.

Improved Open, Read, and Retention Rates

For the fourth consecutive quarter, mail open, read, and retention rates have improved year on year. This suggests that consumers place a high value on brand messages delivered through the mail channel, even in challenging economic times. Mail remains a trusted and reliable medium for delivering brand messages.

Growing Mail Attention

Mail’s attention-grabbing power is on the rise, with consumers spending more time engaging with mail items. On average, a piece of Direct Mail is looked at for 122 seconds across 28 days, Door Drops for 55 seconds, and Business Mail for 159 seconds. This increased attention correlates with the findings of JICMAIL’s “The Time We Spend With Mail” attention study, which reveals that high-attention mail items have a two to three times effectiveness multiplier.

The continued resurgence of mail’s effectiveness is a testament to its enduring power as a marketing tool. The Q2 2023 results demonstrate that mail not only continues to drive consumer engagement but also offers a unique opportunity for charities to connect with their audience in a meaningful and impactful way.

As ever, please get in touch if you would like further information on this report or would like any assistance with your mail marketing campaigns!