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6 Effective Direct Mail Strategies for Higher Education Fundraising

Institutions of higher learning have faced unprecedented budget challenges in the last few years. For example, it was reported that the University of North Carolina recently encountered a budget deficit of $10 million. Institutions are beginning to shut down academic and athletic programs even as enrollment lists are shortened drastically. Solutions are needed fast.

But, what if it were possible to meet these financial challenges head-on and maximize return on investment in higher education fundraising? Let’s explore how universities can leverage six stress-tested direct mail strategies for higher education fundraising to weather these turbulent times.

The Importance of Maximizing Fundraising ROI

With greater pressure on today’s institutions to improve funding, universities are increasingly seeking cost-efficient ways to engage alumni and donors. Higher education directmail strategies continue to show high ROI. The tangibility of direct mail provides the personal touch to a campaign often missing in digital campaigns, making it a powerhouse for engaging alumni. As Marketing Sherpa reports, 54% of consumers trust direct mail in purchasing decisions, which is in concert with the medium’s connective power.

But why direct mail, and how can it be optimized for higher education fundraising? Read as we delve deep into six strategies to make your campaign stand out and garner great returns.

1. Connect with alumni on a deeper level

Personalization involves more than putting a name to an address. Successful higher education fundraising through direct mail evokes memories on the part of the recipient. For example, you can include specific past experiences at the university, from mentioning particular highlights of campus life to the recognition of previous donations. It is this emotional linkage that often provides the natural impulse to donate.

Top institutions have learned how to turn this into an art where targeted mailing to the alumni recognizes their success and lets them know the difference their contributions are making. They’ve found that alums are far more likely to give when personally involved. Want proof? These statistics show that print advertising can boost engagement rates by 88%.

Adding elements to drive that emotional engagement is what will get you those numbers. Top ideas for alumni engagement can include everything from handwritten notes to personalized video QR codes in the letters. Your options are limitless.

2. Tailoring messages for maximum Impact

Another critical strategy involves segmenting your alumni database into discreet groups based on their graduation year, donation history, and interests. The best universities and community colleges use segmented mailings to send different messages to first-time donors than to repeat donors, tailoring the language as appropriate in light of the alumni’s relationship with the institution.

For example, new donors receive an onboarding letter with the details of giving, whereas long-term donors get a letter with a request to increase their annual fund contributions. This alumni engagement strategy has helped them achieve high donor retention and better Alumni Engagement.

By segmenting the constituent database and crafting messages that resonate with each constituent group, the university’s campaigns feel highly personal and relevant, spurring deeper relationships and more significant gifts. If you haven’t started segmenting, now is a good time.

Related: Electrified Remembered

3. Storytelling – bringing alumni back with nostalgia

Let’s face it: everyone loves a good story. Within the context of higher education direct mail, storytelling is one of the most effective ways to help your alumni truly understand their donations’ real-world impact. Share stories of students whose scholarships were awarded, faculty whose research was funded, and new facilities built thanks to contributions from alumni.

A few local institutions have used direct mail to share the life-changing stories of their low-income students who benefited from scholarships. Through powerful narratives and prudent donor stewardship, these institutions have amped donation rates.

For deeper insights on storytelling, see how emotionally engaging stories can make print marketing an even more powerful channel for connecting with your audience.

4. Send mail at the right time

direct mail recipient reading storytelling marketing piece

According to Persuasion Nation, print ads generate 78% of donations. But the timing must be right; for example, alums might be more compelled to give during personal reflection over the holidays or when tax benefits come into play.

ROI shoots through the roof when institutions tie their direct mail campaigns to key calendar events, such as homecoming weeks, by leveraging alums’ emotional connection with those moments.

Time your mailings to coincide with key dates important to alumni: holidays, reunions, and even milestone academic dates will ensure an outpouring of generosity with your higher education fundraising campaigns.

5. Integrate digital Channels to amplify reach

While higher education direct mail is powerful unto itself, its effectiveness multiplies when combined with effective digital strategies. Integrating direct mail with an email or social media follow-up treats alumni to a multidimensional touchpoint system, increasing the likelihood of engagement.

Consider adding QR codes that lead to personalized landing pages, as Boston University has done. In this case, after a direct mail piece, alums could scan a code, watch videos, or read stories about the university before being seamlessly led to an online donation form. It bridges the gap between offline and online interactions, ensuring the best return for the campaign.

Related: How to Choose A Higher Education Direct Mail Printer

6. Focus on legacy giving

One of the most overlooked aspects of university fundraising is targeting legacy givers. Legacy giving can secure an institution’s long-term financial future. By including a clear call to action for legacy gifts, universities have the potential to tap into a donor base that already has the instinct to want to leave a lasting impact.

For instance, the University of California has integrated planned giving appeals into its direct mail campaigns to remind alumni that their donations can continue well after they are gone to support future generations. This has incredibly ramped up the number of planned gift inquiries, ensuring that the stream of donations will continue for years down the line.

Conclusion

As the competition for higher education funding continues to increase, driving innovation in how universities fundraise is critical to maximizing ROI. From personalized storytelling and segmentation to leveraging digital integration and legacy giving, these higher education direct mail strategies should provide a road map to success.

Ready to know more about effective direct mail strategies for higher education fundraising? Contact PDC Graphics today. Our expert team will help you create the innovative direct mailing campaign you need to support your institution’s fundraising goals. 

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