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Join Francisco Quinonez, Sr. Regional Marketing Specialist, at Wealth Enhancement Group, and Jennifer Bellin, CMO at Printing for Less, for an engaging discussion about how direct mail can foster stronger, more meaningful connections with your audience.

In this session, Quinonez will share real-world success stories and proven strategies for creating effective direct mail campaigns. Touching on precise audience targeting to seamless omnichannel integration, the discussion will help you learn how to enhance your marketing approach and build lasting customer relationships through personalized direct mail experiences. 

In our world where every marketing dollar counts, proving ROI isn’t optional—it’s expected. Join us for a high-impact session that breaks down exactly how to turn your direct mail efforts into measurable, scalable business growth. 

We’ll show you how to build a solid strategy rooted in data, define success with clear KPIs, and confidently make the case for continued (or increased) investment in direct mail. You’ll walk away with practical advice that will make it easy to track performance and tie every campaign back to business outcomes. 

Whether you’re navigating tighter budgets or looking to amplify results, this virtual event can be your roadmap to maximizing impact with direct mail.   

Key Takeaways: 

• A proven framework for measuring and scaling direct mail ROI. 
• How to align direct mail programs with revenue-driving metrics. 
• Tools to evaluate existing campaigns and build business cases for new ones. 
• Real-world examples that demonstrate performance and growth potential.   

By The P F L and Printing for Less Teams

In a recent virtual event, P F L CMO, Jennifer Bellin, welcomed Steve Zahara. project manager of marketing analytics and reporting at Blue Cross Blue Shield of Michigan (BCBSM). Zahara has deep expertise in healthcare marketing analytics, and he has been with BCB for six years. For more than three of those years, he has partnered with P F L for his direct mail programs. During this event, he shared his experiences, insights and examples from his successful direct mail marketing program. Here is an edited transcript of the discussion.

Jennifer Bellin (JB): Welcome, Steve. Could you start by telling us a little more about yourself and your current role?

Steve Zahara (SZ): Absolutely. I’ve been with Blue Cross Blue Shield of Michigan for six years, and in my current role for just over two years. I focus on marketing analytics, reporting, and tracking, particularly for our Medicare campaigns targeting individuals aged 65 and older. Before this, I worked in various marketing roles, including consulting in the automotive industry and for a print vendor here in Michigan.

JB: That’s an impressive background! For those who may not be familiar, can you tell us a bit more about BCBSM and your target audience?

SZ: Sure. BCBSM is a health insurance provider, and our primary focus is the Medicare market. Medicare is the U.S. government’s health insurance program for people aged 65 and older, as well as those aging into Medicare at 64. This demographic is our main focus for direct mail campaigns.

JB: I imagine this audience might appreciate receiving physical mail rather than digital communication.

SZ: They absolutely do. Direct mail has always been one of our top-performing channels because this audience values physical materials. They often hold onto mail longer than do younger demographics—sometimes for over a year! It creates an emotional connection that digital channels can’t replicate.

JB: How did you get started with direct mail at BCBSM?

SZ: Direct mail has been part of BCBSM’s strategy for years because of its effectiveness with our older audience. When I joined, it was already a well-established channel. Over time, though, we’ve refined it to include more personalized and targeted communications, which have only increased its impact.

JB: What are your top priorities for direct mail this year?

SZ: This year, we’re focused on reducing waste, increasing personalization in our welcome and onboarding communications, and integrating direct mail with digital channels where possible. Personalization is key to engaging our audience effectively and improving retention rates.

JB: What does your internal process look like for creating direct mail campaigns? I imagine compliance plays a big role.

SZ: It does! Our process is quite detailed because of the regulations in the Medicare space. We start by analyzing past campaigns and testing results to refine messaging. Once we draft creative ideas, they go through several layers of internal review—corporate editors, legal teams—to ensure proper disclaimers—and compliance teams. After internal approvals, materials are submitted to the Centers for Medicare & Medicaid Services (CMS) for final approval. This ensures everything complies with government regulations before going to print.

JB: Interesting. So, how does direct mail fit into your broader omnichannel strategy?

SZ: Direct mail is one of several forms of communication we use alongside a wide variety of channels: e-mail, SMS, paid social media, search ads, display ads, radio, and print inserts. It complements these channels by reaching individuals who may not engage digitally or who prefer physical communication.

JB: How are you leveraging technology to enhance your direct mail programs?

SZ: We use Salesforce tools such as Service Cloud and Marketing Cloud to manage campaigns and map customer journeys. Through API integrations with Printing for Less, we automate print fulfillment based on customer preferences—whether they prefer email or physical mail. This ensures seamless delivery across touchpoints.

JB: Can you share some examples of your direct mail campaigns?

SZ: Sure! We’ve developed several innovative direct mail campaigns to engage our Medicare audience effectively. They are designed to address different stages of the customer lifecycle, from transitioning insurance plans to onboarding new members. Here are a few examples.

First, when individuals transition from group insurance to individual plans, BCBSM uses direct mail to guide them through the process. These campaigns feature personalized forms where recipients can indicate their anticipated retirement timeline—whether within six months, six to twelve months, or even further out. This data allows us to tailor follow-up communications based on the recipient’s specific needs and timeline. The mailers include multiple calls-to-action to encourage engagement. For instance, QR codes, vanity URLs, and unique phone numbers are strategically placed on the materials to track responses and measure campaign effectiveness. This approach ensures a seamless transition for individuals while providing us with actionable insights.

Then, ahead of the Medicare Annual Enrollment Period (AEP), we run awareness campaigns to prepare individuals for this critical window when they can switch plans. Postcards are sent out with QR codes linked to educational resources, such as plan comparison tools or informational booklets. Through testing, we discovered that adding explanatory text alongside QR codes significantly boosted conversion rates compared to with using QR codes alone. By combining clear messaging with easy access to resources, these campaigns effectively drive engagement and readiness for AEP.

Finally, for new members, we developed a comprehensive onboarding experience through direct mail. Welcome kits provide detailed information about their benefits and actions they should take next, such as downloading the member app or registering for the online portal. Follow-up mailers are sent at strategic intervals—typically within 70 to 90 days of enrollment—to encourage continued engagement. Studies show that engaging members early in their journey increases retention rates significantly. The materials often include QR codes that lead directly to digital tools or resources, ensuring a smooth and informed onboarding process.

JB: That’s great stuff. These campaigns certainly demonstrate how BCBSM leverages personalization, strategic timing, and multi-channel integration to maximize the impact of your direct mail efforts while addressing the unique needs of their Medicare audience. Given all that, how do you measure the success of your direct mail campaigns?

SZ: We track performance using Salesforce dashboards that consolidate data from unique phone numbers, QR codes, vanity URLs, and other metrics. This helps us evaluate conversion rates and optimize future campaigns based on what works best.

JB: Perfect. Finally, what advice would you give someone starting their own direct mail program?

SZ: Start small—don’t overwhelm yourself with complex campaigns right away. Clearly define your goals—are you driving calls or web traffic? Finally, plan how you’ll measure success using tools like unique phone numbers or UTM parameters to track engagement effectively.

JB: Thanks, Steve, for sharing your insights today! It’s been really interesting and informative.

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Key Takeaways

• Direct mail remains highly effective for older demographics.
• Personalization and testing are critical for success.
• Integration with digital channels enhances overall impact.
• Clear goals and tracking mechanisms are essential.
• Start small and scale as you refine your approach.

Every donation counts toward your nonprofit’s cause. But what if, beyond one-time donors who gave when they felt inspired, you had a constant community dedicated to pushing your mission forward?

A member program allows you to turn passive contributors into active partners in advancing your impact. Your nonprofit collects monthly or annual fees from its members while providing incentives such as exclusive content and event discounts. The result: lifelong support you can count on year after year.

However, building a thriving member program requires a thoughtful marketing strategy that sparks the interest of potential members and keeps existing ones engaged. Let’s explore four practical tips for boosting your reach.

1. Highlight the benefits of membership online.

Member benefits turn your nonprofit’s program into a mutually beneficial opportunity, increasing the likelihood that people will join. You could send out members-only newsletters, offer discounts for your online store, or provide free online learning courses related to your cause—whether that’s anything from sustainable living to digital literacy.

To maximize awareness of these enticing benefits, showcase them across various online platforms. For example:

• Create a dedicated member benefits page. On your website, provide a one-stop resource for people to learn more about your member program. If you have membership tiers, outline which benefits each level includes. Ask your existing members for testimonials you can add to the page, describing their reasons for joining and the value of their membership experience.
• Send targeted emails spotlighting benefits. Segment your email list to highlight member benefits that resonate with various groups in your audience. For instance, if members receive invitations to exclusive events and early registration privileges for general activities, share these perks with all of your past event attendees.
• Post about member benefits on social media. Create visually engaging posts that illustrate the benefits of your membership program, such as snapshots from your latest members-only event or the t-shirts members receive upon joining. Include a hashtag, like #WhyJoin[Nonprofit’s Name], to increase engagement and visibility.

Maintain consistent branding across your marketing materials to build trust and streamline the member signup process to remove any potential obstacles to joining.

2. Use direct mail to connect on a personal level.

In the age of digital communication, a physical letter or postcard can really make a lasting impression on potential members. While it may not be feasible to send direct mail to everyone in your audience, it’s a powerful way to connect with the most promising prospects for your program.

Look in your nonprofit’s database for repeat donors, long-time volunteers, and lapsed members who are the most likely to be interested in joining. Then, send a compelling letter or postcard that:

• Addresses the recipient by name. A personalized greeting helps your audience feel individually valued by your nonprofit. If possible, reference their past involvement and the impact they’ll create as a member. For example, you might tell a monthly donor that joining your program will allow them to continue their support while unlocking access to discounted event tickets.
• Incorporates a persuasive offer. To inspire immediate action, consider launching limited-time incentives for new members, such as one month of free membership or reduced dues for the first three months. 
• Includes an eye-catching call to action (CTA). Make it easy for your direct mail recipients to take the next step by adding a prominent CTA and straightforward instructions on signing up for your member program. Display your registration link and a QR code that takes them directly to the page. You might even include a pre-addressed return envelope if recipients prefer to join that way.

Be creative with your direct mail marketing campaign to provide a memorable experience for recipients. Take the Convoy of Hope, for instance. The disaster-relief nonprofit wanted to incentivize GivingTuesday donations by sending branded t-shirts along with their thank-you letters to donors. This campaign resulted in much higher engagement than the nonprofit could have anticipated, raising over $100,000 more than the previous year.

3. Create a referral program to broaden your audience.

Imagine you’re trying to decide between two similar restaurants, both with equally raving reviews online. However, you hear from a close family member that they had a fantastic experience at one of the restaurants. Chances are, you’ll be more inclined to try the option your family member recommended.

A member referral program operates similarly. Even if your nonprofit’s marketing materials are strong, a personal endorsement from a trusted individual can be the ultimate deciding factor for someone to join. Getting Attention’s membership marketing guide recommends offering rewards for referrers and referees, such as membership discounts, and setting a benchmark for how long referred members must stay to receive the reward.

Additionally, host exclusive member events with a “bring a friend” option to introduce more people to your program. Even if the guests don’t become members immediately, follow up with them to build their interest. According to iMIS, an engagement management system (EMS) is the perfect solution for tracking and accessing a holistic view of your members. Use your nonprofit’s data to create strategic plans for strengthening relationships with potential members.

4. Improve your messages with A/B testing.

Acquiring members shouldn’t be a guessing game. Hone your marketing and member engagement strategies by conducting A/B testing. To do so, you create two versions of your content—whether that’s a website page, an email, or a social media post. Change only one variable at a time, such as:

• Subject line wording
• CTA text
• Button design
• Delivery time
• Image choice
• Message length

Then, publish the two versions or send the messages to two similar groups in your audience. Track key performance indicators (KPIs), including click-through and conversion rates, to see which performs better. Use an online statistical significance testing tool to verify that the difference in performance is large enough to be meaningful and not due to random chance.

Use your A/B testing results to make data-driven improvements to your membership marketing strategies. For instance, you might determine that the time of year significantly affects audience engagement and decide to ramp up your marketing efforts during the holidays when generosity peaks.

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Remember that a strong marketing strategy continually adapts to your audience’s shifting needs and interests. Stay on top of recent trends in direct mail, social media, and email marketing to find new ways to connect with potential members. Survey your existing members to find out what inspired them to join, and use these insights to refine your marketing approach going forward.

By The Printing for Less Team

In an era dominated by digital marketing, the U.S. Postal Service (USPS) remains a powerful ally for savvy marketers looking to stand out by taking advantage of all it has to offer. (At least for now; the new administration is again talking about privatizing the entity, which could change its offerings dramatically.) While many take the USPS for granted, its innovative tools and services offer unique opportunities for businesses to create impactful direct mail campaigns. From advanced targeting options to seamless integration with digital platforms, the USPS is enabling marketers to leverage direct mail in ways that are more effective than ever.

Bridging Physical and Digital: Informed Delivery

One of the USPS’s most innovative offerings is “Informed Delivery,” a service that bridges the gap between physical mail and digital marketing. With more than 33.6 million users and growing, Informed Delivery allows consumers to preview their incoming mail digitally before it arrives via email or an online dashboard. For marketers, this means every direct mail piece can now include a digital touchpoint. Businesses can create interactive campaigns with representative images, ad banners, and clickable calls-to-action (CTAs) that link directly to landing pages or offers. This dual-channel approach not only increases impressions but also provides valuable insights into open rates and click-through performance, helping marketers optimize their campaigns for better ROI.

Reaching Every Household: EDDM

Another standout USPS service is Every Door Direct Mail (EDDM), which allows businesses to target entire neighborhoods or specific geographic areas without needing a mailing list. EDDM is particularly appealing for small and local businesses looking for cost-effective ways to reach potential customers. By selecting postal routes through an easy-to-use online tool, businesses can send postcards, flyers, menus, or coupons to every address in their chosen area. This approach eliminates the need for expensive mailing lists and permits while ensuring maximum reach at a lower cost per piece compared to traditional direct mail campaigns.

For example, a local restaurant could use EDDM to promote a new menu or special event by targeting nearby residents, while a retail store could announce a grand opening or seasonal sale. The simplicity and affordability of EDDM make it an invaluable resource for businesses of all sizes.

Why Savvy Marketers Are Turning to USPS

Direct mail continues to outperform many digital channels in terms of response rates, boasting rates of 5 to 9 percent compared with less than 1 percent for email marketing. The physical nature of direct mail creates a lasting impression on recipients, with studies showing that 75 percent of business mail stays in homes for over four weeks and is revisited multiple times.

By leveraging USPS tools such as Informed Delivery and EDDM, marketers can amplify these benefits while integrating direct mail into omnichannel strategies. Additionally, USPS services are designed with ease-of-use in mind. Whether it’s bundling and preparing EDDM mailings or setting up an interactive Informed Delivery campaign, the USPS provides user-friendly tools that simplify campaign execution while delivering measurable results.

USPS’s Commitment to Sustainability: A Marketing Advantage

The USPS’s commitment to environmental responsibility adds another compelling reason for marketers to choose direct mail. Through its National Recycling Operation, the postal service recycled more than 500,000 tons of materials in 2023 alone. Additionally, the USPS’s “Deliver Green” initiative includes one of the largest alternative-fuel vehicle fleets in the country, with plans to transition to 100 percent electric delivery vehicles by 2035.

For marketers, this environmental commitment translates into tangible benefits. The USPS’s BlueEarth program offers free recycling for marketing mail materials, making it easier for businesses to promote their sustainability efforts to increasingly eco-conscious consumers. Furthermore, the postal service’s provides guidelines and certifications for sustainable packaging, helping businesses align their direct mail campaigns with their environmental goals.

‍Some key sustainability initiatives that benefit marketers include:

• USPS’s Eco-Friendly Mail Task Force is creating guidelines for sustainable direct mail design
• Address-accuracy tools that reduce waste from undeliverable mail
• Intelligent-route planning that minimizes delivery carbon footprint
• Partnership programs with environmentally certified paper manufacturers.

When combined with Printing for Less’s own sustainability practices, such as our PrintReleaf certification and wind-powered facility, marketers can confidently promote their use of environmentally responsible direct mail to increasingly eco-conscious consumers. Studies show that 72 percent of consumers are more likely to respond to marketing materials that emphasize environmental responsibility, making this a powerful selling point for direct mail campaigns.

Unlocking the Full Potential of Direct Mail

For innovative marketers willing to explore beyond traditional methods, the USPS offers a plethora of opportunities to elevate direct mail campaigns. By combining physical mail’s physical impact with digital integration, businesses can create highly targeted, cost-effective campaigns that drive engagement and deliver results.  

As more consumers become overwhelmed by digital ads, direct mail’s ability to stand out becomes even more valuable. Marketers who embrace the USPS’s readily available and, for the most part, easy to use tools will not only capture attention but also build stronger connections with their audiences—proving that sometimes, traditional methods paired with modern innovation can deliver extraordinary outcomes.  

There are more than 1.5 million 501(c)(3) nonprofits in the U.S. alone, all striving to build strong communities around their missions and raise the funds they need to make a difference.

With so many worthy causes and organizations, how can your nonprofit stand out from the crowd and inspire support? While the answer to this question is complicated and multi-faceted, there is one key underlying factor: your branding.

Your nonprofit’s branding is more than just a design you slap onto your marketing materials. It’s your visual and verbal identity. It defines every experience and impression people have when interacting with your organization.

A strong nonprofit brand builds trust, creates alignment, and motivates people to get involved in your mission—but establishing one requires research, thought, and fine-tuning. Let’s explore some do’s and don’ts to set your organization up for success with its branding strategy.

Do: Understand Your Target Audience

While your nonprofit should aim to secure as much support as possible, this doesn’t mean you should try to appeal to everyone. Doing so can cause your organization to appear too generic and make it more challenging to stand out. 

Donors and volunteers get involved with specific nonprofits and causes based on their interests, values, and experiences. Your brand identity should resonate with those most likely to feel passionate about your mission.

While you may not be able to get to know every member of your target audience personally, you can use data to understand what motivates them as a whole. The NPOInfo donor data management guide recommends collecting and analyzing relevant details such as:

• Age
• Gender
• Location
• Employment
• Volunteer activity

The North Carolina Community Health Workers Association (NCCHWA) is a stellar example of a nonprofit that aligns its branding with its audience. Since a high percentage of the organization’s community speaks Spanish, the NCCHWA has a Spanish version of its logo and a translated version of its website to better connect with its target audience.

Do: Keep Branding Consistent Across All Materials

When donors give to your nonprofit, they want to be confident that their dollars will go toward furthering your mission. If your website is full of bright colors and casual messaging, but the donation page they land on is largely monochrome with a professional tone, they may wonder if they ended up in the right place.

Whether you’re designing a website page or sending text messages, they should all have a similar look and feel. Brand consistency allows your nonprofit to:

• Become more recognizable
• Boost trust and credibility
• Stand out from other nonprofits
• Build loyal, lasting supporter relationships
• Align staff, volunteers, and donors behind your mission

This consistency should apply to online and offline marketing efforts. For example, direct mail and merchandise are powerful ways to keep your mission top of mind, serving as physical mementos for your organization. Convoy of Hope is a disaster relief nonprofit that sent branded t-shirts as thank-you gifts to donors during GivingTuesday, resulting in higher fundraising engagement than ever before. Plus, whenever a donor wears the t-shirt, they help spread the word to others who see it.

Do: Standardize Brand Guidelines

Each member of your nonprofit’s staff and volunteers acts as a representative of your organization and brand, whether they’re creating social media posts or interacting with attendees at one of your events. Help them keep your voice and identity consistent by outlining official brand guidelines in a shared document.

According to the Liminal nonprofit branding guide, your brand guidelines should include these essential elements:

• Name: Specify your organization’s official name, along with any accepted abbreviations that can be used, such as “WWF” for World Wildlife Fund.
• Logo: Include your logo, explain any acceptable variations, and provide instructions for appropriate usage across various marketing materials and communications.
• Core Messaging: Ensure your internal and external content is focused and compelling by providing your “why” statement, mission, vision, values, tagline, and other essential communication components.
• Voice and Personality: Is your nonprofit a warm and compassionate presence in its community? Or do you aim to come across as witty, casual, and playful? Decide on a consistent voice and personality to guide your messaging and interactions with supporters.
• Typography: Your nonprofit’s fonts and styling choices can significantly impact how people react to your content. Indicate when your team should use various sizing, capitalization, or font weights.
• Color Palette: Define your nonprofit’s primary and secondary colors, along with hex codes for easy reference. Include details such as appropriate color combinations and other special considerations.

Put your brand guidelines in an easy-to-access location for your staff and volunteers. Remember to review the document regularly to make updates and additions as needed.

Don’t: Assume DIY Is Better

Many nonprofits believe that, to win the support of new and long-time donors, they must give the impression that they’re passionately working to make a difference in the face of significant challenges—such as a perpetually tight budget.

This mindset often leaks into their branding strategies. Their websites might feature hand-drawn logos, clip art, and unclear calls to action (CTAs). Their font choices may be inconsistent or stylized and difficult to read. While you might think this homemade approach can make your nonprofit seem more charming and relatable to donors, it can actually detract from its credibility and reputation.

A more professional brand identity, on the other hand, conveys that your nonprofit is committed to high-quality results—whether you’re creating a website or carrying out your mission. Donors will feel much more comfortable giving you their hard-earned dollars when they’re confident that you’ll put their contributions to good use. Enhancing your organization’s brand will boost, rather than undermine, your chances of connecting with donors and community partners.

Don’t: Be Afraid to Rebrand If Necessary

Your nonprofit’s brand isn’t completely set in stone. If you think your branding strategy isn’t resonating with your community and bringing in the support you need, you can always pursue a rebranding project.

To improve or overhaul your existing brand to better capture what your organization stands for, consider reaching out to a nonprofit branding agency for help. A well-experienced team can:

• Engage with your audience to learn and improve how they perceive your organization.
• Work with you to create clear and compelling core messaging.
• Draft an attention-grabbing logo and color palette that encapsulates what you do.
• Design an eye-catching website and marketing materials that reflect your brand.
• Put together a brand style guide to align your team’s efforts going forward.

Even after your rebranding project is complete, your nonprofit can establish a long-term partnership with the branding agency to continually set and meet new branding goals. From monthly newsletters to printed annual reports, you can always uncover more opportunities to inspire and engage your audience with strong messaging and a clear brand identity.

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If you need a little more inspiration on your nonprofit’s branding journey, consider checking out other successful organizations and examining how they portray themselves across various mediums and platforms. While you should avoid directly copying another nonprofit’s brand, looking at strong examples can help you pinpoint helpful ideas and best practices for establishing your own unique identity.