Disregarding Print is a Costly Mistake

Guest post by: Ken Wood

Cost is by far the biggest reason why many nonprofits only use email for newsletters and solicitations.  In many ways, it is understandable. Print involves design, paper and mailing costs.

But cost is only one component of value.

I have long advocated for an integrated communications plan that includes print for two reasons: 1) People pay more attention to physical objects; tactile signals are powerful and 2) The digital realm is so crowded that delivering messages, even important ones, is challenging.

Nonprofits that went fully digital a few years ago would be wise to reconsider.

There is a growing amount of research that indicates that print formats create deeper cognitive engagement than screens.  Nonprofits should take note when considering their audiences.

• Industry research shows physical marketing assets have a 77% brand recall rate, significantly surpassing the 46% achieved by digital outreach.

• Direct mail campaigns boast higher engagement rates than email, with studies indicating a response rate of up to 9%, compared to just 1% for email, according to the creative agency Datum.

• According to the Bird Dog Report, surveys show Gen Z prefers print when they want to focus, retain or emotionally connect with content.

• Industry data shows direct mail spending in the U.S. is now more than $37 billion, with some studies projecting 161% ROI -- the highest of any single channel.

• Increased use of QR codes in printed materials has created a digital connection between paper and websites.

I am by no means suggesting nonprofits abandon email. Digital is unmatched for speed, reach and capturing emotional moments. But the cost of print should not negate its considerable value. Your audiences view print as impactful, trustworthy and deserving of their attention.