How to Navigate Rising Mailing Costs

Solutions to Improve Campaign Performance and ROI

We know that fundraisers are facing some big challenges as they plan their fall and year-end direct mail campaigns. One example? Postage rates are expected to increase this August for nonprofit marketing mail by an average of 7.8%, with increases within nonprofit categories ranging from 5.7% to more than 14%₁.

Whether you’re feeling the pressures of rising paper costs, procurement issues, impending postage rate increases, or all of the above, Wiland has the proven solutions to help you navigate these obstacles and achieve your campaign goals.

As you know, optimizing campaign performance and channel mix are critical factors—and more important than ever in today’s environment of rising mail costs. Here are a few of the ways that we are helping clients optimize their fundraising efforts.

Act Now to Improve Fall Campaign Performance and ROI

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Marketing Budget Optimization™

Rising costs and tighter budgets mean that mailings need to be as cost-efficient as possible. Marketing Budget Optimization identifies the poorly-performing names in your merge, enabling you to suppress and replace those names with higher-performing prospects. This means that you both reach the people with the highest likelihood to give and reduce wasted fundraising spend across ALL of your direct mail circulation within your production timeline.

How Does it Work?

How Does it Work?
Clients who use Marketing Budget Optimization see increased response rates, increased revenue per piece, higher long-term value, and reduced waste.


There’s no charge for optimization when we replace suppressed, low-response names with an equal number or more of high-response names from Wiland.

Managed Digital Campaigns

Shifting more of your budget to digital can be an effective way to combat increased mailing costs. But your digital campaigns must still achieve your revenue and ROI goals. Letting Wiland serve as the single point of accountability for your digital efforts is the fastest, easiest way to ensure that they result in optimal ROI.

How Does it Work?

Wiland’s turnkey digital campaign solutions provide a convenient, affordable, measurable way for you to precisely target your digital fundraising. We provide the audience. We run, optimize, and maximize the ROI of your campaigns. And we provide reliable measurement and thorough reporting on the results.

Wiland Managed Digital Campaigns are easy to test, and they drive exceptional engagement and revenue through a customizable set of solutions:

  • Prospecting: Reach the most responsive prospects with targeted display ads continuously optimized in real time for maximum performance.
  • Current and Lapsed Conversion: Get your message in front of the right donors at the right time to drive engagement and revenue.
  • Retargeting: Generate incremental revenue by promoting to the recent site visitors most likely to respond.
  • Co-Targeting: Reach people simultaneously online and offline to boost awareness, engagement, and conversions.

The Results?

Recent client successes with Wiland Managed Digital Campaigns include:

  • 74% reduction in cost to acquire a new donor
  • 17:1 co-targeting ROAS
  • 12:1 incremental retargeting ROAS

Brand-Unique Digital Audiences

Adding new, high-response donor audiences to your digital mix is another way to effectively reallocate budget. For fundraisers who manage their digital campaigns in-house or through a partner, using Wiland’s digital donor audiences produces superior results.

Custom Digital Audiences

Our custom-modeled digital donor audiences are tailored to your specific objectives, enabling you to target your media with unsurpassed accuracy and achieve better response rates, lower acquisition costs, and higher ROAS. Built using the largest set of individual-level U.S. spending and giving data, Wiland custom digital audiences will drive the best possible results in your digital fundraising programs. We can deliver your audience to your DSP or platform of choice for activation across all addressable channels, platforms, and devices, including display, mobile, social, advanced TV, and more.

On-Demand Digital Audiences

Our on-demand audiences cover hundreds of categories and niches. Comprised of people with proven intent to give in your category, they will improve the performance of your acquisition and visibility campaigns—far outperforming ordinary syndicated segments. They are ready for immediate activation at LiveRamp, Google, The Trade Desk, and other leading platforms, or they can be delivered to your DSP or platform of choice as well as to Facebook and other walled gardens.

₁ “Nonprofit Postal Rates Set To Skyrocket.” 2021. The NonProfit Times.

Act Now to Improve Your Campaign Performance and Cost-Efficiency

Let us demonstrate how we can help you save money and maximize campaign ROI.
Reach out today to get the conversation started.

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