The Importance of Informed Delivery® for Non-Profit Mailers
Over the past few years, Informed Delivery® has become a proven tool for marketing mailers. However, while much of the current Informed Delivery data focuses on for-profit mailings, it has also turned out to be a powerful tool for Non-Profit Mailers as well. At BCC Software, we had the opportunity to speak directly with one of the biggest non-profit mailers in the country, St. Jude Children’s Hospital, to learn how they utilize Informed Delivery to make an impact with their mailings. Below are some highlights from BCC Software’s interview with St. Jude’s Children Hospital regarding their use of Informed Delivery.
How frequently does St. Jude’s use Informed Delivery?
In 2019, St. Jude’s processed over 1,000 Informed Delivery campaigns making it the largest Informed Delivery user in the country for both profit and non-profit mailers.
Does St. Jude’s participate in Informed Delivery promotions?
Yes. But when you participate in a promotion you have to send all the images and the website you’re going to use for approval from the USPS. This can often result in a lengthy process.
How long does the approval process take?
It depends. The main issue is that there are so many different approval processes. For example, the USPS doesn’t have clear information on how large of an image can be accepted be accepted in their inbox. Sometimes all you can do is assume they received your image for approval, and if you haven’t heard back in a few days email again. Because of this, the image approval process can take anywhere from a few days to a few weeks.
What kinds of mailings does St. Jude’s use Informed Delivery for?
We primarily utilize it for donation mailings, but we’ve also used Informed Delivery for our gift catalog. When we use ID for the catalog, we usually change up the ride along to mimic the cover and offer free shipping for anything ordered.
What other kinds of digital forms does St. Jude’s use?
We test anything and everything, including augmented reality and QR codes. We’ve found that QR codes have resonated well with our audience.
What would St Jude’s like to see next for Informed Delivery?
St. Jude’s loves the concept of Informed Delivery, but it still feels as if the USPS needs to gain better trust with the people and companies that utilize it as a service. Some of the requirements can feel frustrating to have to continue to go through repeatedly for frequent users. Informed Delivery should almost be more like Seamless Acceptance. Once you’ve proven yourself you shouldn’t have to go through the same lane as everyone else. The USPS should look at forming a second track.
Experts from Data to Delivery, at BCC Software we know how critical mail is as a tool for non-profit mailers. To learn more about how we can help your business make the most of Informed Delivery, visit us at bccsoftware.com or give us a call at 1-800-337-0442.
