Why Printers Should Be Promoting the Use of Self-Mailers to Their Clientele
Just like so many sectors right now, nonprofits are taking a hit. And as they look inward to adjust to these challenging times, they also need to maintain their vital outreach efforts — especially when it comes to fundraising.
Which brings me to a specific form of print collateral that I think we should be suggesting: self-mailer brochures.
No matter what you call them — self-mailers, self-contained mailers, bangtails — these all-in-one print pieces can be an excellent tool for nonprofits, especially considering the current market they’re operating in:
People are drowning in online communication. These succinct mailers can be a great complement to email.
People stuck at home are looking for a real-world experience. Direct mail expert Summer Gould says, “We have seen movement in the B2C mail stream as many people are now stuck at home; well-designed and executed direct mail is something they look forward to getting.”
People are still willing to give. Nonprofit consultant and copywriter Royce Gomez-King says, “In this turbulent environment, nonprofits should remember that past donors already support their mission, and have invested in them. That’s why nonprofits need to make it easy for donors to keep giving. A self-mailer is a great way to do that.”
The benefits of a self-mailer brochure
Let me remind you why nonprofits can benefit from this specific mailer format:
It cuts labor. There’s no need for a team of envelope stuffers.
It saves money. A single piece will obviously be less than a variety of different pieces like a letter, a loose envelope, and a more expensive brochure.
It’s faster to print. Rapid turnaround is key right now for nonprofits. This simpler mailer can reduce their timelines and get communications into mailboxes sooner.
It eliminates the loose (and easily lost) envelope. When it comes to asking for money, anything that makes it easier to give is a good thing. The detachable envelope is right there waiting to be filled out—and can even have a peel-and-seal strip so no licking is involved.
It’s arguably more effective. These mailers embody the power of concision. One of our clients, Eduardo Ayala Fuentes from the Leslie-Lohman museum in New York City, told us the self-mailer was “much clearer and to the point. People had an easier time responding to it and because of that, it helped us reach our fundraising goals.”
Your turn: reach out to your nonprofit customers
These nonprofits work hard to make our communities better places to live and work. They need our help. And would you deny that we could use theirs, too? So what can printers do to support our nonprofit customers?
- Reach out and remind them about the benefits of these self-contained mailers.
- Give them samples so they really can see how these work.
- Create templates for them, which makes the design a lot easier.
- If you have customers who’ve successfully used these, get them to share their experience.
- Suggest that there’s never been a more important time to have a carefully targeted and up-to-date mailing list.
- Offer strategies like segmenting their mailing list and creating targeted mailers to deliver a more personalized and compelling message.
I think these self-mailer brochures could be a crucial cog in our nonprofit customers’ efforts right now. Let’s make sure they know there’s an option where they can strengthen their outreach efforts and still cut costs.
About the Author
Chris Yuhasz founded POV Solution as a basement desktop publishing business 28 years ago in Chagrin Falls, Ohio, just outside Cleveland. Today, POV Solution provides printing services to customers coast-to-coast, including commercial printing and spot UV printing for finishing services.
Chris Yuhasz founded POV Solution as a basement desktop publishing business 27 years ago in Chagrin Falls, Ohio. POV Solution provides printing services from Cleveland, Ohio, servicing clients coast-to-coast with commercial printing, graphic design and spot UV printing for finishing services.