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DMAW Political Lessons Learned Online Briefing: Key Takeaways for Nonprofit Fundraisers

Our colleagues at PMG recently sponsored the DMAW Political Lessons Learned webinar—a panel discussion featuring five strategy and data experts from the political realm: digital media consultant Gayatri Bhalla, Tracy Dietz of DonorBureau, Tiffany Delgado of The Lukens Company and Chrissy Hyre of CCAH, moderated by DMAW President Heather Philpot of Tunnl. The panelists boldly (and gracefully) crossed party lines to recap the mid-term election to make all of us better direct marketers and fundraisers.

Here are some highlights from this informative session:

1) This summer’s SCOTUS decision in Dobbs v. Jackson Women’s Health Organization was pivotal in altering the expected outcome of the election…and who voted. Younger voters made their turnout felt on November 8th and will continue to shape direct marketing strategies as orgs develop effective programs to reach and engage with them.

2) Spending surpassed the high-water mark set in the 2020 election cycle and OTT (Over the Top) and CTV (Connected Television) increased significantly as a percentage of overall media investments. Big thanks to Gayatri for differentiating these two! Over the Top refers to the delivery mechanism for non-cable and non-satellite content that is viewable on mobile, desktop or connected devices. CTV is a subset of OTT that is viewable on the largest home device. For example, OTT: Streaming Hulu on mobile device. CTV: Streaming Hulu (OTT media) through a stick plugged into the television.

3) Each panelist emphasized building a mobile program as a top priority. Mobile constituent/donor lists are reaching parity with email lists, and growing yours might be your single most important investment.

4) Forward-thinking organizations that invest in OTT and mobile to reach the newest generations of supporters will succeed in the years ahead. Younger voters do not read emails and they do not watch broadcast television.

5) Texting, TikTok, Streaming, Digital Video and Mobile are certainly reaching a tipping point, but Chrissy reminded us that tried and true direct response tactics are still effective, especially when organizations can enhance their audience segmentation through data sharing and targeting models based on demonstrated donor behavior.

6) Audience segmentation in political fundraising includes national donors who donate to candidates in states other than their own, individuals who donate to female candidates, or military candidates, and donors who give to lightning rod issues that may cross party lines, like we saw in this election. Interesting stuff. And Tracy emphasized that targeting the right people with the right message is crucial.

7) Whether you think “the next two years are going to be the best for fundraising” given that panic and anger are strong donation motivators OR you believe “the next two years are going to be the best for policy,” an “always on” fundraising investment in new and existing supporters via traditional and emerging channels will be critical to reach supporters where they are in 2023 and beyond.

A big thanks to the expert panelists, attendees and everyone taking the time to read our top takeaways.

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13 Amazing Takeaways from the DMAW Data Strategy Forum

Recently, PMG’s Polly Papsadore and Jaime Grams joined event sponsor MMI Direct’s Charlie Rice and nearly 100 industry colleagues at the 2022 DMAW Data Strategy Forum at the National Housing Center in Washington, DC. 

DMAW Data Strategy Forum

A big thanks to all the excellent presenters who advanced attendees’ understanding of the challenges and opportunities facing omnichannel fundraisers amidst a shifting economic climate. 

Here are 13 key takeaways from the event:

  1. Your best donors keep giving even during challenging times like 9/11, the 2008 financial crisis, and Covid because they are bound to your mission. And donors who join during these times typically end up with very strong lifetime value. Identify them and treat them well!
  2. Beware of the flaws of averages: a rolled-up average gift metric encompassing all audience segments is not always helpful. It’s better to build your strategies around the gift amounts of meaningful groups of donors.
  3. Focus on tests that will reduce costs, especially in this current environment with increasing materials and production costs and ongoing supply chain issues. Contact us for a free postal analysis to start cutting postage costs on your next and future mailings. 
  4. Mail online-acquired donors once per quarter, mail direct-mail-acquired donors once per month.
  5. Develop long-term tests related to direct mail and digital cadence vs. being solely focused on episodic, campaign-based testing. Donors are on a continuum, not just interacting in a moment of time.
  6. A great single-question to ask donors which can reveal insights and messaging ideas for your future fundraising: What is the one sentence you would use to describe why you give to this organization?
  7. Offering new payment options signals that your organization is culturally aware, forward-thinking, and efficient. It reflects well on your brand and mission, especially with tech-savvy and younger donors.
  8. Top payment options to include in your fundraising efforts: Vanity URLs, QR codes, EFT/EBT (Electronic Funds Transfer, also called Electronic Bank Transfer), PayPal.
  9. 28% of online gifts are made via mobile and digital wallets like PayPal, Apple Pay, Google Wallet, Venmo, etc. and lift mobile conversion by 14%!
  10. Matchback attribution reveals the true efficacy and value of direct mail by considering all gifts by recipients and not just directly attributed replies. Contact us to learn about MMI Direct’s best-in-class matchback analysis offerings! 
  11. Test to try: Mail modeled online-only donors at year-end.
  12. Tele Townhalls are an effective way to connect with supporters and are particularly successful when organizations have a dynamic leader to engage with attendees.
  13. Data Lakes are easier to set up than you may think! Your CRM is everything you need today to implement your programs. Your Data Lake is everything you may need. Pro-tip for Data Lake Do-It-Yourselfers: Implement a process once per month where you export data sets from all your systems and place in your data lake. You’ll have a robust data lake running in a month! This is a fascinating topic that will be explored in greater depth at future DMAW events and here on the MMI Direct blog.
DMAW Mini-Con

DMAW closed out the day by formalizing the next evolution of the Data Strategy Forum: the Multi-Channel Mini-Con scheduled for October 2023 dubbed a two-day “Supershow” combining Digital Day and Data Strategy Forum into a shared event. 

The PMG Family, including MailSmart Logistics, MMI Direct, and The Engage Group look forward to this next iteration!

Thanks to Charlie and MMI Direct, the 2022 Networking Reception Partner, for keeping the good times rolling into the 6PM hour (whoaaah!) and to all other event partners, producers, participants, and partakers! 

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Welcome Data Pro Karin Haag to the MMI Direct Team

Karin Haag

We’re excited to welcome a new data expert, Karin Haag, to the MMI Direct team as List Coordinator.

With more than 26 years of experience in the data processing industry, Karin brings with her an understanding of just how important merge/purge and data hygiene are to the success of campaigns and missions. She thrives on cleaning up files and enjoys using her superpower Excel skills to help solve problems to advance success for clients.

When she’s not converting data on her keyboard, Karin enjoys reading, baking, hiking, gardening, eating, and traveling.

She lives in Oregon with her husband and son. She and her son are on a quest to fine-tune the best chocolate chip cookie recipe ever. While there is some debate about crispy, chewy, cake-like, or crispy edges with a soft middle sometimes the cookie dough never even makes it to the oven. She and her son have been known to simply eat all the raw cookie dough. (Who doesn’t love raw cookie dough?) The recipe that always finds its way to the oven is the bread she makes weekly for the family. We’re guessing her house always smells good!

Late this fall she embarks on a trip to Antarctica and is currently in pursuit of the best waterproof gear and the best solution to prevent motion sickness. We wish you fair winds and following seas for your trip and your transition to our team! Happy to have you aboard.

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The PMG Family Celebrates Employee Ownership Month

October is Employee Ownership Month, and as a member of The PMG Family, we’re celebrating the company’s 100% Employee-Ownership and its benefits to our employees, our company, our clients and suppliers, and our industry.

We’re eager to promote the positive ripple effects of employee-ownership and to encourage more companies to become employee-owned.

Here’s why employee-ownership at The PMG Family and MMI Direct is so awesome:

  • Every employee has a vested interest in the performance of the company. We’re keenly aware that everything we do, every day directly impacts us all. That keeps us client-focused.
  • Our employee-owners have a deep, relentless interest in helping our clients achieve success. We pursue operational excellence and handle our clients’ needs with exceptional care and attention. We advocate for our clients every day.
  • Our employee-owners are empowered to overcome challenges and quickly adapt to the changing needs of our clients and the markets we serve. We’re constantly looking for ways to make our customer experience better.
  • PMG and all it’s family members, MMI Direct, The Engage Group, and MailSmart Logistics, serve as trusted, independent partners to our clients. We always act with our clients’ best interests in mind.
  • We deeply value our supplier-partners. We have forged strong, long-term relationships with the supplier-partners we work with, who stand behind us through thick and thin.
  • In a competitive job market, employee-ownership helps The PMG Family attract the best talent in the industry. Employee-ownership provides true equity opportunities for every team member.
  • Employee-ownership reinforces our company culture, which is built on our “spirit of good” philosophy: We offer a fun, friendly, and supportive work environment. We seek out good people to work with among staff, clients, and suppliers. We support good causes through our community outreach efforts. We encourage our employees to take initiative, make thoughtful decisions, and build trust with teammates, clients, and suppliers.

PMG is celebrating its 25th anniversary this year. Four years ago, we became 100% employee-owned. Employee ownership empowers our team, protects our wonderful culture, keeps us client-focused, and positions us for continued growth in the future, providing even more opportunities for success for every team member.

There are many resources available online about the benefits of employee ownership, how to get started, and why employee-owned companies are becoming the employers of choice for job seekers. We’re happy to share our experiences with you as well. Feel free to contact us to have a conversation.

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Really Bad Data and How to Combat It

I received a direct mail piece from Vanguard Personal Advisor Services this week, addressed to my father. My Dad died forty-seven years ago, in 1974, and never lived at this address. His last name is different than mine. And if he were alive today, he would be 87 years old, and probably not the best prospect for Vanguard’s services.


Data hygiene continues to be a pain point for organizations large and small. How did this happen? It’s not the first time I have received mail addressed to my father. His name must exist on one or more data files on the market, and list owners are not using rigorous data hygiene processes to achieve the highest possible accuracy of their data. And list renters may have weak data hygiene processes that fail to detect bad data during the acquisition merge/purge process. So the name keeps appearing on various direct mail acquisition pieces, time and time again.

Why is data hygiene so important? Clean and accurate direct mail data:

  • Improves mail deliverability
  • Gets your mail delivered faster
  • Reduces your postage rates
  • Reduces printing and mailing costs
  • Improves your campaign and program performance
  • Reduces the chance you will annoy the recipient of your mailing

Your first step to better data hygiene and data accuracy is to understand the process and get involved with your data processing partner. At MMI Direct, we use 8 Levels of Data Hygiene tailored to your unique data set, strategy and goals.

To learn more, get your free MMI Direct “8 Levels of Data Hygiene” Checklist and view our on demand “Data Hygiene: The Basics” training video, led by MMI data processing expert Marvin Dawson.

MMI clients love our data processing trainings! Here’s a real quote from a happy client:

“We had 3 new staff members plus one client on today’s webinar. Rave reviews about the data hygiene section and how much better they all understand the process now :)”

And please contact us at any time with your data hygiene questions. We’re here to support you!

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Prepare Your 2021 Postage Budget Now

Here’s what we know so far about the impending 2021 postage increases:

The U.S. Postal Service is expected to file its proposed postage rate increases at the Postal Regulatory Commission before October 13, which is the release date for the latest Consumer Price Index (CPI) data.

The current CPI price cap is 1.458 percent, and applies to each class of mail. Individual rate cells may be higher or lower.

postage rates

According to Steve Kearney, Executive Director of the Alliance of Nonprofit Mailers, the USPS has unused price cap capacity they could potentially add to the 1.458 percent cap in certain classes:

  • First Class Mail: 0.385 percent increase
  • USPS Marketing Mail (includes Nonprofit Mail): 0.049 percent increase
  • Periodicals: 0.000 percent increase
  • Package Services: 0.008 percent increase
  • Special Services: 0.007 percent increase

The 2021 rate increases may go into effect on January 31, 2021 which is the last Sunday of the month. However, the rate increases could go into effect a week earlier, on January 24, as there are five Sundays in that month. We will monitor this timing.

The PRC may also order new surcharges for the USPS in 2021; the amount and timing are uncertain.

As you prepare your 2021 mailing plan, you can download 2020 Postage Rate Chart from our colleagues at PMG and consider using a 5 percent increase for First Class and a 2 percent increase for Marketing (Third Class and Nonprofit) mail as a baseline for your budget.

We will continue to keep you informed of the USPS rate review process and will update our Postage Rate Chart once the new rates are approved.

In the meantime, if you have any questions as you prepare your 2021 postage budgets, please contact us. We know it’s complicated, and we’re eager to help!

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Expert Panel Hosted by DMAW Reports on Mail Deliverability Trends & Tips for Fall Fundraising

Our colleague Debbie Sylvester of MailSmart Logistics was one of five expert panelists reporting on mail tracking data and sharing insights during this week’s DMAW “USPS Status: What is Fact and What is Fiction” webinar.

The key findings conveyed by all the panelists:

  • Mail tracking data across hundreds of mailers and hundreds of millions of mail pieces indicates that average delivery times have not changed.
  • Pandemic-related delays over the past several months have now abated and are improving. First-Class Letter Mail and Marketing Mail delivery are performing consistently, with delivery slowed by just a half-day or one day at most, when comparing monthly and annual trends, including election years.
  • Flats, such as catalogs, magazines, and larger envelopes are experiencing delays with inconsistent delivery times.
  • Inbound reply mail is experiencing some slowing.

The panelists shared valuable tips for nonprofits planning their fall mailings during this busy election and fundraising season:

  • Track your own mail! Your own mailing data is more helpful than relying on media coverage, anecdotal evidence, or even USPS data.
  • Tracking your outbound mail is the top priority, but if you can, also track your inbound mail. Tracking can help you with revenue forecasting and cross-marketing efforts.
  • Debbie Sylvester noted that 90+% of commingled mail goes directly to the Destination SCF (Sectional Center Facility), skipping four USPS steps: the local post office where your mail shop is located, the Origin SCF, the Origin NDC (Network Distribution Center) and the Destination NDC, which expedites delivery, is more predictable, and saves money.
  • Debbie also explained that Drop Shipping your mail to Destination SCFs and NDCs is another potential solution depending on the geographic density and volume of your mailings. Your postal logistics partner can analyze each mailing and recommend the best approach. In some cases, the best solution may be a hybrid plan, including both commingling and drop shipping.
  • Moderator Mike DeFlavia, Vice President of Production, at Lautman Maska Neill & Company remarked that it’s not necessary for fundraisers to know all these technical details. Your agency, production, and postal logistic partners can provide expert guidance on what’s best for your individual mailings and your overall program.
  • Business Reply Mail is sometimes delayed when it gets to its destination due to accounting unit processing delays at your local post office. Contact your local Post Office to inquire.
  • We will see large volumes of political mail in the weeks and months ahead, especially in swing states. So plan ahead and work with your partners on your campaign schedules and mailing strategy.

Steve Kearney, Executive Director of the Alliance of Nonprofit Mailers, who spent over 35 years at the USPS in leadership positions, cut through the media clutter with accurate information about postal operations and funding.

  • The Postal Service can handle mail volumes during election season, including vote-by-mail correspondence, which is a tiny percentage of overall mail volume.
  • The pandemic has impacted postal employee availability in Covid-19 hot spots; certain areas are experiencing service delays due to absenteeism.
  • Steve Kearney noted that given the volume of daily mail processed through the USPS, anecdotal evidence of delays, often covered in the media, is not reflective of the overall service levels which are well within established delivery standards.
  • The new Postmaster General Louis DeJoy is committed to maintaining service levels, prioritizing election mail, and is delaying any proposed changes until after the election.

Mike DeFlavia wrapped up the discussion by stating that direct mail continues to be a critical channel for nonprofits, and nonprofits should move forward with their plans for the fall and year-end. 33% of charitable giving is done in the last three months of the year, according to the 2019 Charitable Giving Report from The Blackbaud Institute. And for many nonprofits, direct mail continues to be the largest source of donation revenue.

If you have any questions about the USPS, mail tracking and deliverability trends, and your fall mailing program, please contact us. We’re happy to help and share our insights.

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USPS: Fact and Fiction, Register for the Webinar

What is fact and what is fiction when it comes to reports about the USPS?

The USPS has been featured by the media quite a bit in recent weeks. As a mailer, it’s hard to know what is factual and what’s, well, not.

Debbie Sylvester, Vice President of Sales for MailSmart Logistics will serve as a panelist on a free webinar hosted by the DMAW:

USPS STATUS: WHAT IS FACT AND WHAT IS FICTION

Wednesday, August 26th

1:15-2:15 PM  EDT

Seats on this webinar are extremely limited. If you want to cut through fact vs. fiction be sure to reserve your seat.

Have additional questions – we can help. Just drop us a line and we’ll be in touch.

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We’re Determined to Make Things Better

As we’ve observed the heart-wrenching events unfolding in our country these last few weeks, we wanted to take time to reflect on how we can have the greatest impact on being a force for good in our community and beyond. As a member of the PMG Family, we’re proud to share how we’re helping to make things better.

For the past 23 years, PMG has made it an ongoing practice to support local organizations in the Baltimore-Washington area through our “Spirit of Good” initiative, including financial contributions, volunteering, and in some cases board leadership.

We’ve supported Nick’s Place, a recovery home for young men battling addiction and alcoholism, Light House, a homeless prevention support center, Casey Cares Foundation, which provides uplifting programming for critically ill children and their families, and Make-A-Wish Mid-Atlantic, among other local nonprofits.

We are now adding the Black Futures Micro-Grant Program to our “Spirit of Good” efforts, which supports black-owned small businesses in Baltimore and Baltimore County. PMG is a small business, and we understand the positive ripple effect that a successful company can have by building strong relationships with employees and their families, customers, suppliers, and the surrounding community. We hope our donation to the Black Futures Micro-Grant Program can, in a small way, help support the black community during these most difficult times.

We also want to share a message of hope and healing with a gentle but firm request to eliminate hate and embrace love in ourselves and in our own families. Each of us at MMI Direct and the PMG Family holds these words in our hearts, and we promise to continue working at making things better for all of us.

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We’ve Added a New Data Pro to the MMI Direct Team

A sunny Florida welcome to Carolyn Hoehn who recently joined MMI Direct. She will be converting lists and completing other data analysis work for our clients from Largo, Florida where she lives.

We’ve known Carolyn for quite some time as she previously did contract work with one of our clients. When we found out she was a free agent, we immediately reached out to the self-proclaimed ‘Data Geek’ to see if she’d like to join our team – with a title like that we were sure she’d fit right in here!

In addition to geeking-out on data analysis, she loves to participate in trivia contests, paint and sips, and enjoys reading. Her favorite book is The Good Earth by Pearl S. Buck. She has family in Germany which she’s visited numerous times. She loves to travel, venturing to some of her favorite places like Prague, Paris and the Netherlands to name a few.

Carolyn is a former dog groomer who loves her 13-year-old Akita/Chow mix pup named Simba. In addition to keeping her furry friend looking his best, she has bragging rights to a pretty impressive accomplishment: as a member of a bowling league, she once scored a 291 game. Near perfect! For any future company bowling outings, Carolyn will surely be a first-pick as teams are created.

Welcome Carolyn – we’re so happy to have you as a member of our data geek team!

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