How can nonprofits combine their print and digital efforts to generate higher outcomes? That was the main focus of a webinar I participated in lately with Emily Morris, PhD, who has almost 30 years of expertise in nonprofit/larger training communications.
Morris is the VP of selling and communications and chief model officer for Chautauqua Establishment. She’s additionally the manager producer of CHQ, the digital expression of the group.
Situated on the shores of Chautauqua Lake in New York State, Chautauqua Establishment is an training middle and group that celebrates the perfect in human values and enrichment of life by means of experiences within the arts, training, faith and recreation.
Each print and digital outreach play an important function within the group’s mission. In truth, I used to be so impressed by Morris’ beneficial insights on integrating print and digital that I needed to share them with you. (You’ll be able to watch the total webinar right here.)
Proof Print and Digital Are Stronger Collectively
To arrange for the webinar, Morris examined the strategy and outcomes, together with analytics, for quite a few latest Chautauqua Establishment campaigns.
One factor was particularly clear from her evaluation: “Print and digital work collectively tremendously nicely — and most frequently, they don’t work nicely alone,” Morris mentioned.
Listed here are some illuminating examples of what she means.
The ‘Heartbeat’ of a Marketing campaign: A Easy Tri-Fold Self-Mailer
As I’ve written about earlier than, a self-mailer brochure is a multi-paneled, all-in-one piece that mixes a brochure and a return envelope due to a perforated, sealable adhesive strip. And these self-mailers can work nice.
Morris supplied a wonderful living proof. For Chautauqua Establishment’s centerpiece occasion, a nine-week summer time meeting season with greater than 2,000 totally different occasions and applications, she and her group used a tri-fold self-mailer along with an electronic mail element and a corresponding web site touchdown web page.
Morris mentioned she likes the self-mailer format “as a result of it’s … cheap and efficient.” Check out what she means by efficient:
“Every of these spikes,” defined Morris, “represents a print piece drop or a print piece in tandem with numerous factors in our gross sales cycle. It’s like print turns into the heartbeat of our engagement.” (Notice: This was for a pre-COVID-19 marketing campaign in 2019.)
Particular techniques Chautauqua Establishment used that may very well be useful in your subsequent marketing campaign embrace the next:
Placing a user-friendly URL within the self-mailer’s name to motion. “We discovered that works finest for our inhabitants, which leans enormously 55+.” She additionally instructed that QR codes are making a comeback and will work particularly nicely for youthful audiences, contemplating the ubiquity of smartphone use.
Utilizing a high-quality touchdown web page. For the user-friendly URL’s vacation spot, Morris and her group made certain they’d a dynamic touchdown web page with informative video elements and distinctive cellular performance.
Being strategic with the calendar when releasing new items. Morris says their expertise demonstrates how the tandem of print and digital can work significantly nicely when there’s a time-sensitive name to motion.
Monitoring information. Make an effort to trace and quantify your advertising efforts. Morris mentioned the efforts of Chautauqua’s advertising group final 12 months led to their most profitable marketing campaign in recorded historical past. They usually had the information to show it. The “skill to point out how our investments result in the specified outcomes for each earned and philanthropic income has resulted in deeper investments in what we do.”
Failure and Restoration: Classes Discovered From a Shiny Journal
Nice insights don’t at all times come from instant successes.
Final 12 months, Chautauqua transitioned from a newspaper-style print piece to a four-color shiny journal. With its attractive pictures, robust editorial copy and compelling function segments, the journal was, based on Morris, supposed to be an actual showpiece of Chautauqua Establishment.
“The one factor is I can’t actually let you know about its impression,” she mentioned. “As a result of we had no companion digital house for the journal, it successfully disintegrated as soon as it hit mailboxes.”
Morris defined that they’d uncared for to plan for tactics to encourage dialog in regards to the journal and its elements. That additionally meant they didn’t have a solution to observe engagement.
However greater than a 12 months later, nonetheless assured within the high quality of the content material itself, the advertising group launched a digital model of the journal as a weblog on Medium.com, resulting in a “good restoration,” Morris mentioned.
“Now we will see how persons are partaking with the content material, and we now have an internationally linked digital useful resource for this and future content material.”
Relating to one thing like a magazine, which doesn’t have a selected call-to-action, Morris identified that “It’s tough to expend assets on one thing you possibly can’t measure.” Giving your print items a digital life, as on this case, may give you information to measure success. “And it additionally extends the lifetime of your print items,” mentioned Morris.
Making the Most of Restricted Sources: Low-Value Methods to Keep Engaged With Your Constituents
Morris additionally shared a number of beneficial concepts on how nonprofits can take advantage of restricted dollars:
Preserve the donor recognition booklet alive with a digital model. When you possibly can’t afford massive booklets, Morris suggests choosing electronic mail distribution. You’ll be able to ship individuals to a touchdown web page the place you home the doc. This will even allow you to, on the very least, observe views. One other tactic is to complement the e-mail effort with postcard mailings directing individuals to that touchdown web page. Additionally, bear in mind to trace if this offers your digital effort any elevate, Morris mentioned.
Consider inexpensive methods to get your model within the palms of your patrons. In line with Morris, even a easy fridge magnet could make an impression. “We use them for our annual calendar of occasions, and the facilities come out in order that they change into a body in your favourite image.” Different examples embrace calendars and bumper stickers. As at all times, search for methods to trace ensuing engagement.
Look to your printer as a key useful resource. “Your printer doesn’t succeed in the event you don’t. That’s what I really like about this explicit advertising relationship,” mentioned Morris. Choose your printer’s mind regularly, she says, to seek out out what’s new, what’s labored with different clients, what can prevent cash and the right way to time your mailings.
The Ongoing Problem (and Alternative): Permitting Print and Digital to Complement One One other
As a printer who’s devoted almost 30 years to creating win-win relationships with nonprofit organizations, I’ve seen it firsthand: The very best nonprofit entrepreneurs aren’t trying to reduce print. They’re striving to seek out methods to make use of it extra strategically in a digital age.
With out query, that’s going to be an ongoing effort. However Morris’ insights are a robust reminder that it’s an effort price making.