With mailing and printing costs rising it's wise to think about ways to trim marketing costs. Postcards are one solution. Postcards can educate, inform, and help you keep in touch with donors and patrons. One reason for using direct mail is that, according to a recent study, it is an effective customer relationship management (CRM) tool. (Pitney Bowes, Peppers and Rogers, June 2001). They surveyed households with incomes greater than $35,000 and 34 % of those interviewed said that direct mail provided them with the most information, and kept them involved, followed by print ads (30%), television (25%)and email (4%).
Use the postcard as one point of contact in the marketing mix. For example, distribute cards that advertise your organization’s website at your conferences, speaking engagements, events, and other patron points of contact. Remember that it often takes as many as seven exposures before a new idea sinks in to an individual’s awareness. Use the postcard as an additional exposure, after a letter, brochure, or other communication has been sent.
What’s the best design for the postcard? Many times it’s the 4 X 6 card, although up to a 6X11 size card can be sent (at the first class letter rate). Usually, up to two to three times as many postcards can be sent at the price of a letter. It’s a good idea to get estimates from more than one vendor as some will provide design, mailing, database, and printing services. Some provide the complete package to make it easy for you. Choose a vendor that best fits your needs.
Typically, cards can be from two to four-color on one side and black on the other. Make sure that your card has easy-to-read fonts, with check-off boxes.
Use postcards to help reinforce key marketing messages for your Library.

Author: Unknown, Postcard marketing for nonprofit businesses
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