The 5-Year Outlook - What is Direct Mail's Role in the Media Mix?
Friday, July 12th, 2019
2:00 PM - 3:15 PM: Breakout 7
"Direct Mail renewal is down, and it's only getting lower."
"Direct Mail is dying."
Ever hear this, or something similar from peers, from the industry, or even from inside the walls of your own organization? For many of you, the answer is likely yes. While Direct Mail still drives about 80% of revenue for many nonprofits, digital's now roughly 20% share is growing faster by the year. If digital's share continues to grow, where does that leave Direct Mail in the next five years? How can organizations rethink the role Direct Mail plays, outside of just direct response acquisition and renewal? And what about non-mature mailers? How do you budget for DM over the next few years, particularly when it's not your strongest direct response vehicle?
We're flashing forward five years into the future to see where Direct Mail exists in the media mix, and how it smart nonprofits are using it to engage donors and donor prospects.
Learning Outcome #1
By attending this session participants will learn: What does Direct Mail look like for non-matures, and how do you budget for DM that isn't necessarily a direct response vehicle?
Learning Outcome #2
By attending this session participants will learn: What does DM look like for mature clients who have relied it on heavily?
Learning Outcome #3
By attending this session participants will learn: Is all the talk about DM renewal being down true? What's really going on here? How does Direct Mail still continue to impact across channels?
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A discussion