Maybe it’s the thinning volume in the mailbox. Maybe it’s marketers’ drooping results after focusing on e-marketing as a replacement for print. Whatever it is, we’re seeing it more and more. Marketing experts are talking about the benefits of keeping print in the mix.
Most recently, Marketing Profs published an article titled “7 Reasons to Use Print to Win More Business.” Here are three of them. If you want more, you can click through to the rest.
- Print still has authority. Digital marketing is cheap, and people know it. There is something about putting a brochure, a physical coupon, or a direct mail piece into their hands. It carries weight.
- Print is gaining a following. Marketing Profs pointed to studies that show that the younger generation is still attracted to print. “Magazines, for example, based on particular subjects, from fashion through fitness, have seen an upswing in younger readers, age 18-24 years.” We might also point to the return of print catalogs this past holiday season after retailers saw lagging sales with digital-only marketing.
- Print keeps your focus. Readers get easily distracted using digital media, and they lose focus on the message. Whether it’s college students doing their studies, a casual reader at home on the couch, or a targeted recipient reading a piece of direct mail, print holds attention and promotes recall more than digital media.
These are just three of the reasons, but you get the point. (Read the rest of the article here.) Digital media have their place in a well crafted multichannel marketing campaign, but they don’t replace print. Want results? Keep print in the mix!
Okay, QR Codes probably aren’t your best fundraising tool, but they certainly can be a critical part of the mix. Adding QR Codes to your fundraising letters, in-store displays, and other fundraising materials can increase your donations significantly. Why? QR Codes make donating easy and immediate. They take advantage of the spontaneous desire to give.
According to the Razoo Foundation, an IRS-recognized public charity that manages donations for other charities, scanning QR Codes is one of the most popular ways to donate money. Razoo recommends four ways for donors to “scan to give.”
- QR Code links to PayPal. By using PayPal, donors don’t have to manually enter their credit card information. PayPal is simple, secure, and a known quantity. By posting QR Codes at the registers of its stores, for example, Cinnabon was able to raise $3,800 for Share Our Strength, an anti-hunger organization.
2) QR Code links to a merchant account. The donor scans a QR Code and enters his or her credit card information. Anyone with a credit card can make a donation immediately.
3) Text-to-Give. Donors scan a QR Code and charge the donation to their cellphone account. Most cellphone users are familiar with this method of payment and have a comfort level with it.
4) QR Code triggers a cash or in-kind donation. Instead of donating money, individuals can support the organization by scanning a QR Code on printed pieces or in-store displays. For each QR Code scanned, participating businesses will donate cash or product to the nonprofit. For example, Heinz ran a fundraising campaign in which diners were invited to scan bottles of Heinz ketchup. For each scan, Heinz donated $1 to the Wounded Warriors Project.
There are multiple ways to use QR Codes to tap into spontaneous generosity. Which one will work best for you? Give us a call and let us make it easy for people to support your cause.