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20NTC Session Proposal

Innovate & Integrate: Direct Mail’s Role in the Integrated Mix

Submitted by: Sara Pollack | ForwardPMX


“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 here to talk about innovating and integrating your direct mail program with your digital channels.

Direct mail isn’t dead, it just needs a face lift! 

Learning Outcomes

  • Understand the crucial impact of DM in the integrated media mix, both now and in the future
  • How to budget for DM as both a mature and non-mature mailer, as part of the modern integrated media mix
  • How to talk about integration in your organization differently

Target Audience

integrated nonprofit and fundraising professionals, online marketing professionals, offline marketing professionals, media decision makers



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