Industry experts take a look back at the unprecedented year that was.
No, it’s not dead
At the ASRC we run four direct mail appeals a year, two major ones, Winter and Festive, and two shoulder appeals in February and September. Our two major appeals are part of a much broader integrated, cross-channel approach where direct mail is just one way we solicit donations. In the major appeals we also use channels such as organic and paid social media, SMS, eDMs, blogs, video and ATL (above the line) marketing. Our donor demographic is slightly younger than the traditional charity donor so the direct mail component is important to help tell the appeal story but the digital touch points are also key, and the response channel is overwhelming online. Around 75% of our appeal income comes from people who have received a mail pack, with roughly a quarter of those using the mail response form.
How COVID-19 has affected direct mail at the ASRC
Mail lodgement times have been slower, but we have generally seen…