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Campaign Components
Effective Communication
Do you want your campaign message to stand out
from the increasing number of communications
coming from the nonprofi t sector? If so, then
consider using a postcard.
Think of all the traditional direct mail appeal
letters and informational pieces hitting your
mailbox. With any of these, the reader will decide
in two or three seconds if the message is worth
investigating. Immediately grab the recipient’s
attention by using a postcard – which is a mini
billboard with key points.
Some advantages of incorporating postcards in
your campaign communication plan include:
• Focused message on the recipient.
• Cost savings compared to other direct mail.
• Quick to create. It is easier to create than the standard newsletters.
• Attention grabbing design. Effective use of headlines, pictures and graphics draw the reader to the message.
The following are tips in creating effective postcards:
• If you are looking for a donation, include an easy to complete response form or direct the reader to your website.
• The design should contain columns or text boxes with one concise message.
• Incorporate popping headlines like “Did you know?”
• Use short action statements or bullet points such as “Your gift will…”
• Use first-class postage and send it so that it arrives midweek.
• Test the response you receive by assessing your mailing list, message and design.
If you are constrained by time and budget or if you are looking for an alternative high impact piece, the postcard is an effective campaign communication option.
E-mail this article to a friendOther Campaign Components articles:
Campaign Leadership—The Core of Every Effort
