Step Into Spring with The Production Hub!

March is upon us, spring is just around the corner and the sun is once again shining?in the world of Direct Mail! ??

A recent study by Sopro found that consumers are increasingly leaning towards print over digital for their marketing communications.

This trend is illustrated by a significant downturn in the efficacy of email-only campaigns, accompanied by a doubling in consumer preference for direct mail communication over the past year.

The report, which analysed data from over 75.2 million emails and insights from upwards of 350 sales and marketing professionals, recorded a 22% fall in the success rates of email-only initiatives in 2023 as opposed to the year before.

In contrast, the popularity of print and direct mail has seen a resurgence, with nearly 20% of consumers now preferring this form of communication - a figure that has more than doubled from the previous year.

For charities this means that direct mail activity is twice as effective than in 2023.

The findings are reinforced by the latest IPA Bellwether report which forecast an ongoing surge in direct marketing expenditures, predominantly in direct mail. This strategic pivot, set against the backdrop of economic uncertainties, indicates a conscious move by brands towards leveraging print media’s unique appeal to navigate through challenging times.

Also, MTM’s Cultural Insights and Trends Report has named the revival of print as the coolest trend for 2024, with a noticeable shift towards reduced screen time and a renewed appreciation for tangible media. The resurgence of print publications such as NME, Nylon, and Paper, alongside the increased visibility of physical books in public spaces, underscores a growing public affinity for the printed word.

For organisations, this shift offers an opportunity to stand out and make a lasting impact. Integrating personalised, relevant, and value-driven communications into the mix can significantly enhance engagement with potential customers.

For more information about how we can help you with your direct mail activity, get in touch. Our team are all experts in marketing through the mail.

In other news, a new study by Shaping the Future with Volunteering, a coalition of 31 charities, reveals the substantial benefits that volunteering offers, not just to the causes served, but also to the volunteers themselves.

The report, informed by the experiences of nearly 29,000 volunteers, finds that 80% of volunteers reported improvements in their wellbeing, attributing this to their volunteer experiences. This is a testament to the fulfilling nature of giving back to the community and the sense of purpose and belonging it fosters.

Moreover, 69% of participants acknowledged gaining new skills and knowledge, a reflection of the diverse opportunities volunteering offers for personal and professional growth. These opportunities are not just about the work performed but also about the environment in which it’s done; 89% of volunteers felt comfortable expressing themselves and felt valued and heard, while 85% appreciated the flexibility in their volunteering commitments.

The findings underscore the reciprocal nature of volunteering - it benefits the giver as much as the receiver. This ethos is further reflected in the willingness of volunteers to recommend their charity as an excellent place to volunteer, with an 85% endorsement rate. It is also unsurprising that 41% of volunteers want to do more and 81% of people are open to volunteering – the highest ever level.

A Rising Tide of Volunteering Opportunities

The landscape of volunteering is vibrant and expanding, offering diverse opportunities across various sectors.

A notable example is Oxfam’s recent call for 8,500 volunteers for a historic year of festivals, including Glastonbury and Reading.

Volunteers are offered free entry, accommodation perks, and meals in exchange for their stewardship, showcasing the innovative ways charities are engaging with volunteers.

Celebrating Volunteers: National Volunteers Week

Celebrated from 1st to 7th June each year, National Volunteers Week plays a pivotal role in acknowledging the invaluable contribution of volunteers.

It’s a nationwide celebration that brings together organisations big and small to honour and thank volunteers.

The week is packed with activities designed to showcase the diversity and impact of volunteer work, reinforcing the message that everyone has something valuable to contribute.

The Role of Direct Mail in Volunteer Recruitment

With the appetite for volunteering on the rise, understanding how to reach potential volunteers is crucial.

This is reinforced by a study undertaken by The Big Help Out which found that nearly half of 18-24 year olds want to volunteer but are unable to find ways to get involved.

Direct mail stands out as an effective and personal way to engage potential volunteers (including 18-24 year olds who are proven to be one the channel’s biggest supporters). Its tangible nature, coupled with the ability to explain the volunteering process in detail, offers a unique advantage over other advertising mediums.

Direct mail’s targeted approach ensures messages reach those most likely to be interested in volunteering, making it a cost-effective tool for charities, especially during events like National Volunteers Week.

Furthermore, its status as the most trusted form of advertising enhances its effectiveness in recruiting volunteers, highlighting the importance of personal touch in volunteer engagement.

Are you starting to think about your marketing activity around National Volunteer Week? Get in touch today!