The Catholic Charities Archdiocese of New Orleans is revamping its direct mail strategy to better promote its nearly 50 programs both to donors and prospects.
“The biggest thing is that we really wanted the Catholic Charities local brand’s services to be better communicated,” says Randy Brewer, president/CEO of Brewer Direct, the nonprofit’s agency. He notes that that in the past, the organization’s direct mail focused almost exclusively on its homeless programs and didn’t highlight the rest of the group’s programs.
Beginning in January, the group is sending out a 10,000-piece mailing to existing donors in the local area promoting its One Heart Fund, which benefits several different groups of needy people. The mailing will target new, active, inactive and premium donors of more than $100.
Later in the year, the organization will run more donor and acquisition campaigns, starting with one in February to those who did not respond in January.
One version of the letter starts out by saying:
“At the beginning of this new year, I want you to know how grateful I am for your generous support of Catholic Charities. We never take your gifts for granted . . . rather, we are humbled by them.
“Because we know that means you trust Catholic Charities to rescue people in New Orleans who are in most desperate need of help. And we will do our best to never let you – or the folks we serve – down.
“Even though we have 47 different programs designed to help people in crisis – and even though we are the largest health and human services provider in the Gulf South – our goal is to touch lives, one heart at a time.”
The package asks for donations both by mail and online at www.donate.ccano.org. Increasingly, charities are getting more and more donations online even though they tend to be stimulated to give by direct mail http://bigfatmarketingblog.com/2011/12/02/just-because-its-easier-will-nonprofit-donating-rise/
Unlike many other charities whose donors tend to skew largely older and female ages 70 and above, the archdiocese’s donors are “a little younger than traditional file, a little more affluent and educated,” says Brewer, noting the file is only a little more than half female, Brewer says.
Catholic Charities Archdiocese of New Orleans does have a Facebook page and Twitter feeds on which it has1, 755 likes and 1,040 tweets, respectively.
CCANO uses its Facebook page http://www.facebook.com/chiefmarketer#!/cathcharitiesNO?sk=app_173507912666342 to help promote a sense of community among its members as well as to do things like promote charity dinners and run posts from members as well as run news stories about growing income inequality between the rich and poor in this country. A donation link is also featured.