Don't Let Print Buying Stress You Out
Does print buying stress you out? There are so many details that can make or break a print job. Then you have finishing, mailing lists, dealing with the USPS. . . . and oh, yes, schedules. Print buying can be a daunting task. Try these common sense strategies to make your experience more predictable and (hopefully) stress-free.
1. Get into our ears. By involving us early in your project, you will get a high quality result while saving time and money. Tell us your concept, then we will suggest colors, papers, layouts, and finishes that can minimize production time at the best cost.
Plan backwards. Given today’s advances in printing technology, buyers often underestimate the time required to deliver a job. Sure, we may be printing on a digital press, but you still have prepress, proofing, special order requirements, and finishing. Providing ample lead time will save money by preventing rush charges.
Know your specs. The more explicit your instructions, the more likely you are to be happy with the quality and cost of the end product. One missing piece of information or last-minute change can delay a cost estimate, proof, or final production.
Proof everything. We will alert you if we identify errors in your file, but we aren’t experts in your marketing copy—you are. Your print job cannot move into the next stage of production until you sign off on the proof, and that includes your copy.
Even if you do not have a job to submit today, give us a call so we can start preplanning your next project. Together, we can create a stress-free print buying experience that will exceed your expectations for quality, efficiency, and cost.
5 Stats that Show Print Still Matters (A Lot)
Think print is starting to “lose its cool” in the age of digital marketing? Actually, the opposite is true. With the growth of digital, print has solidified its place as a channel that marketers cannot ignore. Here are five print marketing statistics that every marketer should know.
1. Some customers can only be reached by print. Even in today's digital age, there are still large groups of consumers who cannot be reached through digital channels. According to the Pew Research Center, 11% of Americans have no Internet access at all, and among certain populations, such as older Americans, rural Americans, and those without high school diplomas, this number is significantly higher. (Source: Pew Research Center, 2018)
2. Many consumers use print and digital coupons equally. Who doesn't like a deal? While some consumers prefer digital coupons for their convenience and immediacy, 41% of shoppers use print and digital coupons equally. (Valassis, 2017).
3. Direct mail is the number one driver for online fundraising. According to MobileCause, donors are three times more likely to give online in response to a direct mail appeal than an e-appeal. (MobileCause 2018)
4. Consumers spend more time with direct mail. According to a widely cited study on the neuroscience of print, people spend 118% more time considering direct mail than they do digital mail. (CanadaPost, 2016)
5. Millennials love direct mail. Nearly half (47%) of Millennials look forward to checking their mail every day. In a digital world, even the most digitally embedded crave human connection. (United States Postal Service, 2016)
There is a reason that print remains the bedrock of today’s most successful marketing campaigns. Email, mobile, and social media all have important places in the mix, but print remains the cornerstone of truly successful multichannel marketing for a reason.
Got Relationship? It’s the Key to Nonprofit Fundraising
Pop quiz: What is the factor most likely to impact a person’s willingness to donate to a nonprofit organization? According to a survey by YouGov, it’s relationship. Key to this relationship is helping donors feel great about their donations and see how their giving is making a difference.
How do you deepen your donors’ relationships with you? Get to know them. Use surveys, third-party data sources, pop-up web forms, and other methods to gather information about your donors that you may not already have. This information can be used to tailor your communications in ways that are most effective.
Say you are providing services to underprivileged children around the world. If your survey reveals that potential donors are in the medical field, for example, you might emphasize the value of their donations to fight disease or provide clean water. If, on the other hand, donors are teachers, you might highlight the ability to give the children good educations. Or you could provide the same messaging to both groups, but use different imagery.
Not everyone wants to take the time out of their day to fill out a survey, so if you are going to ask people to do so, give them something of value in return. “Value” doesn’t have to mean a monetary incentive, such as a gift card or entrance into a drawing. It can be something as simple as exclusive insight into a project you are funding ("Respond to our survey and receive a link to an exclusive behind-the-scenes video of our volunteers at work").
Donors give because it makes them feel good. The response incentive needs to reflect that motivation, and it will be different for every organization.
Need help creating a donor survey to further the mission of your organization? Give us a call!