This week, Twitter made the big announcement that they were providing a way in which twitter users could donate to their favorite political entity. Seven non profits are testing the e-commerce waters right now, including 9/11 Day of Service, the Nature Conservancy, Global Citizen, Glide, Glaad, DonorsChoose.org, and Product Red.
Why is this a huge opportunity for users of direct mail?
Because of the nature of direct mail our lists are far superior to those offered in the digital world. That’s why non profits gave up on getting their message out to prospects electronically, a long time ago. Not only that, there is no SPAM, optin or optout requirement in direct mail. It has never existed and never will. So there’s a big opportunity that combines the accuracy and proven responsiveness of direct mail and the immediacy of social media.
The real difference here is that using direct mail as the beginning tactic is where the numbers will bump. The direct mail letter asking for a donation carries a link to your twitter feed and makes the donation process super easy. When they land on your twitter feed you can also expect a dramatic increase in “follows,” making messaging to them much easier, better, cheaper, faster, down the road.
It’s not the only way that dm works well when integrated with electronic marketing techniques. Get ready to try Twitter button that soon.
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