Inkwell Printing Company

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Nonprofit Printing: Annual Appeal Mailing Tips

Annual appeal season is here for nonprofits.  This can be a very busy and stressful time of the year.  Here are a few quick tips we have put together to help ease some of that stress.

Annual appeal

  1. Plan your calendar

Timing is going to be a key feature of your annual appeal mailing.  Start planning early so that you are not in a rush at the end of the year to get your letters out.  Also if you plan on doing a multi piece mailing timing is a crucial element.  Send the letters out too close together and you risk annoying your potential donors.  But send them out too far apart and you may be forgotten amongst the other appeals they are receiving.  Research your target market to find some of the best timing practices for your mailing.

  1. Set a goal

Have a clearly defined goal for your annual appeal.  Not all mailing pieces need to have the goal of raising money directly.  The first pieces you send may need to be informative pieces with the intention of raising awareness.  Or maybe your plan should be to drive them to follow your social media sites.  These people can later be converted into donors.  Whatever your plan is, a clear goal needs to be set so that you can design the most effective piece.

  1. Budget

If you run your own nonprofit organization then you are well aware of how important budgeting is.  The annual appeal is one of the most important fundraising opportunities for nonprofit organizations so decide on how much you plan to raise this time of year.  Then set a firm budget.  Make sure the vendors you work with respect your budget and stay within it.

  1. Specific audience

Target as specific an audience as you possibly can.  Many times getting in front of the most people possible is not as effective as getting in front of a smaller group of interested people.  Mailing lists for all types of demographics exist if you do not have one on your own.  The strongest list is going to be a list of supporters that you have collected throughout the years.  If you do not have your own list, then reach out to local printing/mailing companies.  They will have access to mailing lists that can target people based on interests and other qualities.

  1. Design

Designing the final annual appeal piece is the biggest part of this project.  But if you have followed the steps listed above it is much easier than you think.  With a set goal, budget, and audience most design companies can come up with a very effective piece.  Find a company that has experience with these pieces and make sure your appeal is as personal as possible for the best results.

  1. Track data

Finally, track your results.  Although this may not seem like the most important step it is extremely helpful in the long run.  If you can locate your most effective pieces, then the next year you can dedicate more resources in that area.  This will lead to improving your annual appeal each year.

 

Hopefully these tips can make this annual appeal season go a little more smoothly and relieve some of the stress.  Have a happy Holidays!

 

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Holiday Cards: Why A Business Should Send Them

The Holidays are upon us. Whether this is a busy time of the year or a slow time for your business it presents a great opportunity.  The opportunity to show your appreciation for your customers. This is where holiday cards come in to play.

Holiday Cards

Holiday cards are an inexpensive way to go a little above and beyond for your customers.  They are a personal gesture that can help grow a real connection between them and you. Holiday cards are not a sales pitch, they are not trying to take advantage of the increased spending many households go through during the holiday season.  They are just a way to say thank you.  They are personal, fun to receive, and your customers will appreciate them.

During this season people will be receiving countless sales ads and their mailboxes will be full of promotional pieces.  Most of these marketing pieces will be tossed without a second thought. But your simple, genuine holiday cards will get noticed.  They will get opened, and the customer will appreciate not being overwhelmed with marketing.  Keep your card to the basics, a nice message and a signature.  Maybe don’t even include your contact info, just to really show that this is not a sales pitch.  Make your holiday cards feel genuine, with no underlying motive other than to say thank you for supporting your business throughout the years.  This is an extremely non-intrusive way to help build a more personal relationship with your past customers.

Keep these tips in mind when designing your holiday cards and have a Happy Holidays!

 

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Printing For Nonprofits

If your nonprofit is trying to grow engagement or build your brand, these print materials can help you do just that. Consider adding these items to your marketing plan this year.

nonprofit

 

Postcards

Postcards are an excellent way to stay in front of potential supporters. They can be used as a personal thank you for a donation or to encourage contact.  A well-designed postcard is a nonintrusive way of reminding your supporters to think about you.  Remember when it comes to most people, out of sight out of mind.

Brochures

Every nonprofit needs a strong brochure to explain exactly what services they provide.  The brochure should also explain your company’s mission and a little about why it exists.  These brochures make great handouts when you do not have time to give the full story of your nonprofit.

Invitations/Event Tickets

As a nonprofit you probably have many events throughout the year. Events like trivia nights, galas, and golf tournaments can be great fundraisers.  A personal invitation can increase attendance and participation in events.  Then once they have RSVP’d you can get them a ticket or raffle tickets to raise money during the event itself.

Envelopes/Letterhead

Custom envelopes and letterhead can be very important when it comes to building your brand.  You want your logo to stand out and have meaning when it is seen in public.  You must build this strong brand by having professional stationery for any contact with supporters.

Annual Appeal

Annual appeal season can be a stressful time of the year for nonprofits.  But if you work with a printing company that has experience in this area they can design you a highly successful direct mail piece.

 

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Business Stationery Every Company Needs

Whether you are just starting out or are a long-established company.  This list of stationery is important to help you succeed.

Business Stationery

 

Business Cards

Business cards are an obvious but important need for companies. A well designed business card is a crucial piece of stationery to keep in contact with potential customers.  A business owner should always have a few business cards on them where ever they go.

Custom Envelopes

Custom envelopes with a company logo on them are an excellent way to give off a serious and professional image.  If you mail to your customers often you should consider a custom envelope to increase recognizability among prospects.

Notepads/Letterhead

Another important piece of stationery to have around your office is branded notepads and letterhead.  Whether it is simply for writing down interoffice memos or for sending important messages to customers, branded notepads and letterhead are great for building your brand.  Also branded notepads make for great handouts to prospects.  Everyone keeps notepads on their desk and it is great to have your logo in front of them every single day at work.

Brochures

The final piece of stationery every company should have on hand is a well-designed brochure.  A brochure that explains who your company is as well as gives a list of services is crucial to a business.  This brochure can be handed out at conferences or networking events to quickly give a potential customer more information about your business.

 

Hopefully this list of important business stationery can help you on your way to growing your business. For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Designing A Business Card: What Goes On The Back?

 

When designing a business card there are many questions to consider.  But one that often gets overlooked is what to put on the back of the card.  The front is full of important information like company name and your contact info, but what is the back for? There are a few different routes you can take here.

Business Card

Blank

The first and easiest choice is simply to leave the back of the card blank.  If you are an active networker this could be a great choice for you.  It leaves and empty space for you to take small notes when meeting someone.  You will never be without a place to write down a reminder.  But this is not for everyone.

Services

The next option to consider is a list of services.  This can be a great way to give a potential customer a small glimpse of what it is your company specializes in.  Make sure not to flood the back of the card with too much information.  As this will lead to it being completely ignored.  People don’t want to read the fine print on the back of a card.  Keep it to a few services that you feel are important for someone to know.

Promotion

Another route you can take is to put a promotion or coupon on the back of your business card.  This is the strongest way to ensure that someone holds on to the card.  If your company has a retail level, then this is an excellent option for you.

Graphic

The final option to consider is to use an eye-catching graphic.  This is an excellent idea for photographers or graphic designers.  Put a graphic that makes people stop and look at it.  Or a graphic that showcases your work as a photographer.  This is a great personal touch for a business card.

 

Hopefully these tips can help you in your business card designing process. For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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4 Ways To Use Postcards In Marketing

Postcards are an inexpensive and effective way to market your business.  While there are many different ways that postcards can be used, these are just a few ideas to get you started on implementing postcards into your marketing plan.

Postcards

  1. General Info

The first and probably most obvious way to use postcards, is to use them for general info.  Postcards are very inexpensive to mail and can be sent to a large number of prospects.  Do not overload your postcard with too much information as this will deter people from reading.  Use a nice eye-catching graphic to draw a potential customers attention.  Then include a small amount of information about your company or a particular product.  This is a great form of soft selling.

  1. Coupon

Another effective usage of a postcard is for coupons.  Mail these out to past customers to increase the odds of them revisiting your store.  Include a call to action on the coupon with an incentive to use it quickly, or else many will simply be forgotten.

  1. Announcements

Postcards are a great way to make announcements as well.  They are small, eye-catching, and perfect for passing on small amounts of information.  If your company has a grand opening or an anniversary event coming up, a postcard is a great way to get the word out.  Design the postcard to look like an invitation to get people to come check out your event.

  1. Handouts

Another less obvious way to use postcards are as handouts.  Postcards do not have to be used as mailing pieces exclusively.  They are perfect for tradeshows and other marketing events where you would like to give someone more information.  Postcards can fit more information then a business card while still being small and easy to carry.

 

Hopefully you will find these tips useful and can find a way to implement postcards into your marketing plan.  For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Business Card Design Checklist

Whether you are starting a new business or going through a company rebranding, designing a business card is a very important step.  Here are a few things to keep in mind when you are deciding what direction to go with your cards.

Business Card

Logo/Graphics

First and foremost, make sure you have access to a high res version of your logo and any graphics you want on the card.  You will need a high res version to ensure that your card can be produced at a high quality regardless of size and shape.

Size/Shape

Next, consider the different options in size and shape of cards. The standard size is 2” by 3.5”. Consider your industry and if the standard size is what you would like.  Sometimes designing an eye catching and unusual shaped card is very effective.  But for more professional industries, like finance and law, a more standard card is appropriate.

Cardstock

Now that you have selected the shape you want your business card to be, consider the weight of paper you would like.  A thicker paper adds a very nice and professional feel to a card.  There are also many other options of materials like plastics that can help a card stand out from the competition.

Info

Finally, it is time to decide the information that you want on your business card.  Do not overload the card with too much information.  This is distracting and will often cause the entire card to be overlooked.  Keep the information down to the essentials and encourage interaction with your card.  Encourage a potential customer to enquire more about your company.

 

Hopefully these quick tips will help you when designing a business card.  It may seem like a daunting task at first but with a little help from a professional designer it is a painless step in the process of growing your business.

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Direct Mail Myths

Direct Mail

Myth 1: Low Response Rate

Studies show that direct mail has a 4.4% response rate.  Which is significantly higher than the .12% average response rate of email marketing campaigns.

Myth 2: Direct Mail Can’t Be Personal

With the introduction of variable data printing you direct mail piece can be extremely personalized.  It no longer costs a lot to add a personal greeting to a mail piece.  You can even personalize a mail piece based off a customer’s buying history.  For example, you can include information on a sale item that a particular customer frequently purchases.

Myth 3: Direct Mail Is Expensive

In the past when all printing was run on offset presses a direct mail piece could become very expensive unless you were willing to buy thousands of pieces.  Now with the industry turning increasingly towards digital equipment you can run much smaller quantities for a much smaller price.  Direct mail is going to cost more than email marketing, but studies show that the average ROI on a mailing campaign is significantly higher than for an email campaign.  The cost may be more upfront, but the payoff will be better with the higher response rates.

Myth 4: Direct Mail Is Complicated

When people think about running a mailing campaign they think it sounds overly complicated.  This is simply not true.  A good printing company will have access to hundreds of lists that you can mail to.  Most can even design you a piece after collecting your information and have it printed and mailed in a week or two. It is a very low hassle project.

 

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Tips To Make Direct Mail More Effective

When using direct mail one of the first things to consider is the list you want to mail to.  There are many different options for lists and any mailing company that you go to will have access to many of their own. But which list is right for your company?

Direct Mail

When picking a list you need to analyze your specific type of customer.  Do you sell to just businesses or are you a business to consumer company?  Do your customers live in a certain area or have a specific income level?  Are your customers primarily male or female?  These are all questions to consider.  A direct mailing list can be wide ranging and include many different people or it can be extremely targeted and include a few very specific people.  The list you select should be based on your usual customers.  Next let’s look at some different types of lists.

Every Door Direct Mail

This is a type of list that includes every door in a specified area.  You can select a zip code or a few mailing routes to send to.  This is a very inexpensive and comprehensive list.  The pros to a list like this are that you can mail to a wide range of people for a small cost.  The cons would be that you can not specify which doors to mail to.  If this is your list, then everyone along this mailing route will get one of your mailing pieces.  If you have the type of business that appeals to the majority of people, then this is the best route to take.

Targeted List

There are many different targeted lists you can select.  The post office or your local mailing company should have access to these lists.  These are effective if your company has a strong consumer profile built.  If you know that the majority of your customers are millennials between ages 19 and 29 who are in a specific income bracket, then that list is out there for you.  It is amazing how specific some of these lists can get.  The pros to this list are that almost every piece you send out will be put into the hands of the exact type of consumer that your company is aiming for.  This will give you a higher return on investment.  The cons are that this list is more expensive than the Every Door Direct Mail List.  But if you can effectively target your specific customers then this list will pay off more.

Personal Database

This type of list is one that was made by your own company.  It will include past customers and prospects that you have collected information on.  This is a great way to reach out to people who have previously bought from you and ones who you believe have a high probability of becoming a customer.  The pros to this list are that it is the most effective mailing list.  This is the most highly targeted list and will have the best returns.  The cons are that this list takes a very long time to put together and involves a lot of extra effort on your company’s side.

Regardless of which list you decide is best for your company the most important part of a direct mail campaign is in the tracking of your results.  You must track your results so that you can decide what worked and what did not work.  Then you can make minor tweaks to your piece and to your list to make your return even higher.  This will increase the effectiveness of each direct mail campaign that you run.

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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Why A Business Should Send Holiday Cards

The holiday season is rapidly approaching.  For some businesses this is a busy season. For others it is a slow season.  Whichever category your business fall into, this is the time to send out your holiday cards.

Holiday CardsHoliday Cards

Holiday cards serve many purposes to a business. They are an excellent way to show appreciation for your customers.  They are inexpensive and go a little above and beyond for those customers you are grateful for.  A customer will appreciate this personal gesture from a business.  The biggest benefit of the holiday card is that it is a nonintrusive way to get back in front of your customers.  They are not a sales pitch and they are not meant to be a traditional advertisement.  They are a much more subtle and personal connection to your customer.  This means they will be noticed by your intended audience.

 

This time of year, mailboxes are flooded with different ads and coupons from all your competitors.  People receive so many different types of ads that they do not even pay attention.  Most of these will be discarded without a second look.  Your holiday card will be an exception to this.  Keep your card relatively simple.  Put it in an unbranded envelope with a nice card on the inside.  If you can add a personal handwritten message this is an excellent extra touch.  But remember, the focus of this card is to wish the customer a happy holiday.  It is not to advertise your business.  Keep your business name small in the bottom of the card to show who sent it.  This personal gesture will be far more noticed than the companies that send the obviously a sales pitch card.

If you remember these few tips about keeping your card personal, and nonintrusive then the holiday season can be an excellent time of the year to separate yourselves from your competitors.  Do not let this opportunity go to waste.  Get your holiday cards out soon!

 

For more helpful information check out our blog at: /advice-from-the-printer/

And for more information on Inkwell Printing Company check out our website at: www.inkwellstl.com

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