The months of uncertainty surrounding when the economy might ramp up have undoubtedly been difficult. We have all been waiting for all shops, schools, zoos, gardens and properties to re-open.
We are delighted that some membership organisations and charities have continued to use direct mail to connect with their members and supporters.
Like many membership organisations, the WI has continued to mail their members during lockdown and managed to keep the distribution of WI Life magazine going.
The last 12 weeks have been tough for everyone, especially the membership, charity and not-for-profit sectors with many forced to furlough their customer service staff. This has impacted member contact and the levels of service.
Fundraising, member retention and renewals have also been impacted by lifestyle changes, social distancing and financial uncertainly.
Every little helps – COVID19 incentives
Fortunately, Royal Mail has recognised the pressure on this sector and announced their COVID-19 incentive schemes in May.
These incentives make it more financially viable to run direct mail campaigns, especially those relating to fundraising, renewals and new membership.
Positive outcomes – new behaviours
Surprisingly, there are opportunities out there because of lockdown. Mindsets have changed and people appear kinder and more community spirited. They are more likely to donate to a cause they feel strongly about. Many have discovered new pastimes such as cycling or hill walking, increasing the likelihood they will join a relevant organisation.
Now is the time to embrace direct mail
June is the month that things are starting to re-open and membership organisations have their role to play if they successfully embrace direct mail.
Now is the time to let your members know that you ready to engage with them and showcase the benefits of membership. The summer isn’t over yet. As your members gradually become more confident and begin to look beyond the confines of their own homes, now is a great time to engage.
Royal Mail has recently announced a 15% COVID-19 incentive initially focused on charities and not-for-profit organisations needing to replace their vital summer fundraising events. For example, marketing campaigns aimed at acquiring new or lapsed members, fundraising drives or the mailing of a catalogue qualify for these incentives.
As always, the rules are complex, though guidance can be found at Royal Mail MarketReach who are ready to help. Of the 240 applications for this incentive to date, approximately 175 are charities.
See our website for more information, or contact Julie Ray ([email protected]) or Jo Lucas ([email protected]) 01384 215790
Advanced Direct Mail is a mailing house, providing comprehensive direct mail solutions for many of the UK’s largest membership organisations. In addition, they are able to offer truly independent advice, utilising their relationships with the UK mailing providers, and understanding of all prices, options and discounts on offer.
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