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Ideas and Insight – Fundraising during Covid for Jewish Charities

Image of Hardback book on Laptop

How has Jewish Charity fundraising changed in the wake of Covid19?

With 1 in 4 people subject to restrictions on movement events have been severely impacted, but Jewish Charities still need to raise awareness and funds.

Here's a look at other viable options while face-to-face Dinners and Events are off the table .
   

Virtually Unmissable Events

Taking your event Online.

Many events have moved online, Zoom, Google Hangouts and others have made this easier, although not without issues!

Over in Australia, Space ran a Virtual Charity Dinner for 300 guests and whilst social options are limited this is a great way of encouraging interaction.

We believe print can really raise Jewish Charities events by adding a tactile element to keep people focused.

How to elevate your event: 

Dinner Brochures – send out a smaller version of your standard Dinner brochure.

  • Sponsors are more likely to advertise in something physical that will be looked at again and again.

  • Holding something tactile will evoke the feelings of previous Dinners.

  • A well designed brochure adds an element of grandeur, even if people are sat on their sofa.

 

Pledge Cards

Personalised cards with suggested donation amounts and having a ready to use reply envelope will all dramatically increase the chance of a donation.

Online donations are increasing, but campaigns combining digital and print yield 25% higher responses than digital alone. (Source: McKinsey Development)

We can supply fully personalised pledge cards with matching addressed envelopes. We can even send them out directly for you.

 

“Fundraising appeals work best when there is a letter, a response form and a reply envelope. These three elements are essential to increased donations.” 
The Institute of Fundraising
 

Reasons to Use Print with Virtual Events

Jewish Charity Fundraising Stats

 

Here's two of the best Jewish Charities Fundraisers we've seen during Covid19

Gift Drive-In 2020             JW3 – Big Night In

 

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Is your marketing ready for the rebound?

It’s time to press play

With many companies having taken grants and loans, now is the best time to plan and budget for your post Covid19 marketing.
Life can’t go back to normal, it can only move forwards, so your marketing, like all other areas will need to adapt and grow.
 

How Will Marketing Adapt?

We believe marketing spend will move away from customer acquisition and skew heavily towards engaging existing customers. This is because they are likely to generate the most reliable, immediate profits.
 

 

So let’s take a look at what moving to targeted Customer Relations Marketing (CRM) might look like.

Marketing will need to become more personalised, fully engaging the customer. Moving away from mass mailings, marketing should be event triggered. Focusing on cross selling to existing customers and converting interested leads into loyal, repeat customers. This will work as an email, but the tangibility of direct mail will help cut through the hours of screen time your customers may have been facing.
 
Personalised print can come in many forms; a postcard with an incentive, luxury brochures for top tier customers, birthday offers and more. These are cost effective and easy to create at short notice.
 
The Data & Marketing Association reported that by using direct mail, customer response rate increased by 43% and almost 40% of people say they display direct mail they have received (Royal Mail).
 
Not to say other sectors should be ignored. Companies have seen a huge Social Media boost during lockdown, this has pushed them to improve that touchpoint, becoming more useful, authentic and visible. Use this to co-ordinate your campaigns, reinforce your brand on social media during your direct mail campaign.
 
With any recession or similar conditions there comes the rebound, people are relieved and hopeful and ready to spend. The most successful marketing will run cross channel, aligning direct mail with email marketing, social media and display advertising. Those who use their time now to engage should reap the biggest benefits.
 

Below are a range of ideas to engage existing customers and leads who may not have converted yet.

Why use Direct Mail for these?

Now of course, email may be best for cart follow ups, and buy again offers but for the rest, direct mail is perfect. For example "refer a friend", an email is great but unless used on opening is likely to be forgotten. A physical voucher on the the other hand will be stuck to a fridge or popped in a purse for later use. If you run a cafe it may be the difference between someone choosing you or not. Knowing they can pop in and grab a coffee half price using the voucher makes it much more tempting!

Let's have a look at some of the facts

  • 24% of people value something they can touch over just a visual like an email (Royal Mail).
  • With post down by over 2% on last year, your marketing has a better chance of standing out.
  • Since direct mail is tangible, it hangs around. More people are likely to see it than just the recipient
  • Email is easy to forget about because it’s just a number on a screen, but mail is unavoidable.
  • Even without personalisation direct mail has 29% median ROI (marketingcharts.com)

 

Other things to think about

As businesses re open, customers will want their concerns taken seriously. Yes, there will be sales to remove stock that hasn’t sold during lockdown. But after that we believe people will be far more willing to pay a premium to feel safer and also know staff are well treated.
 
Treating customers concerns as valid will need to be addressed. Whether this is social distancing in restaurants, non contact deliveries or increased cleaning procedures, make sure you show them how much you value them.

 

 

 

 

Targeted Marketing, make it personal

Targeted Marketing- Make it Personal

Targeted marketing is one of the most important sectors in digital marketing. It involves capturing data and using it to attract the right clients, while ensuring you promote the right products at the right customers, at the right time.

Unsurprisingly, print is heading the same way. If you need printed products for targeted marketing, City Printing can be your go-to company for a wide range of customised printed products, including booklets, brochures, stationery and leaflets.

Digital printing and online data-gathering are coming together, with personalisation growing in importance as markets become more crowded.

You’ve collected your data and you know what your clients want. Now you need to print personalised brochures or leaflets that serve the purpose. This can be hugely profitable. Sending out personalised mailings can give up to a 25% higher ROI than a standard, generalised mailout. (Romax 2018)

How to use that data in your print marketing materials

Digital print technology has made personalisation much easier, in a way that traditional printing never could. With the ability to print different text or even images on each sheet, you can make something truly bespoke for your customer.

From your supplied database City Printing can use variable data to print fully personalised mailings, which are also perfect for weddings. We can even offer personalised digital foiling, which is perfect for invites.

One of the simplest ways to introduce personalisation to your range of marketing tools is to look back at your clients previous buying history and send out targeted marketing that follows on from that.

For example, if your client has bought a new sofa from you, why not send out a direct mail 'thank you letter' that tells them about furniture protection you also offer, or has a discount code included for them to use on certain items such as cushions or footstools.

Rather than 'pot luck' you are basing your offer on something you know is relevant to them. This gives a much higher chance of your customer making another investment.

 

How could targeted marketing with printed material work for you?

Spend Levels

We have clients who split their databases by spend levels and offer different levels of discount based on this to each section. This works best on customers whom you have built up a history with, but you could always send out a survey to gain your first round of data.

Client Personalisation

We worked on a campaign with a car manufacturer in which they were offering different upgrades to customers with lease cars. They held a lot of data on their clients and we were able to produce brochures that were fully personalised to each client. For example, the client's name was used throughout, the front cover showed an image of their current car and the centre spread showed the model they thought the customer would mostly likely choose. They integrated this well with links to digital video tours and personalised offers.

 

 

 

 

Print… is it still relevant?

We think we might just be coming in to printing’s Golden Age.

Think along the lines of the Vinyl record revival, only recently seen as outdated, print is now seen as ‘non-traditional’ marketing.

 

We are all bombarded with email marketing, online advertising and cold calls, the last of which can be heavily intrusive. Just think how much nicer it is to receive a quality printed brochure, something you can flick through in your own time, without the “last minute deal” banners screaming at you or the constant pressure of pop up chats and sales calls.

 

Printed material now helps you stand out.

Direct mail is far more persuasive than digital media. Its motivation response is 20% higher – even more so if it appeals to more senses beyond touch. (True Impact report). Print engages more senses than online marketing, whether it is a textured feel, digital foil effect or the odd fresh print smell, having something in your hand makes you feel a lot more connected to it.

Give a client a brochure to take away with them and they're likely to keep it, they'll show it to colleagues and pass it around. It is a constant reminder of your business and something for them to refer back to. Emails on the other hand, might get printed out at best and they'll look boring and uninspiring compared to a well designed brochure.

 

Standing out

The many new options in digital print give you a huge ability to stand out, clever design and marketing together with quality print might be the boost your company needs.

Talk to us about design, print, data merging and all the beautiful finishing options we can provide.

 

Make an enquiry here