Hardly a week passes that I don’t get an email like this one from Amanda:
We are looking at expanding the number of direct mail campaigns we run. I’ve attended your webinars and followed you for quite some time. Do you have a mailhouse that you recommend? Our campaigns are smaller, maybe 500 to 1,000 pieces mailed. We are looking for a mailhouse that will help segment and everything.
Choosing your print shop is an important decision for the success of your nonprofit’s direct mail program.
Rather than basing your decision solely on price, you want to find a company that best suits your needs. You’ll want to consider factors like the type of printing you’ll need in the course of a year (appeals, donor newsletters, invitations, posters, impact reports and/or annual reports), print quality, turnaround time, price competitiveness, customer service, specialized services offered (will you be using segmentation?), and even reviews from area nonprofits.
So ask lots of questions.
Here are my key points when choosing a print shop:
1.) Format type: Will you be doing primarily direct mail letters, brochures, and invitations? Will you also be using your print shop for more customized pieces like an annual report or a gratitude report?
2.) Material: What type of paper or card stock will be necessary for your project?
3.) Color accuracy: Is precise color reproduction important for your branding? If so, your provider should have a robust color management system to ensure consistency across channels and materials.
4.) Equipment: Does the print shop have the necessary printing technology to handle your project? When I was handling a mailing for a small Massachusetts-based nonprofit, the print house we had selected did not have the capability to print the Post-it sticky note we wanted affixed to the first page. After checking out a number of other print shops, this separate item was priced at $368…with a low quote of $63. We went with the low quote. It was perfect and shipped the next day to the Massachusetts printer. As Marie Forleo says, “everything is figure-out-able!”
5.) Personalization options: Do they offer variable data printing (VDP)? Personalized mailers increase engagement and donations.
6.) Finishing options: Do they offer finishing services like lamination, die-cutting, or binding that align with your needs?
7.) Cost and price per unit: Compare quotes from different print shops to find the most competitive price – and get samples!
8.) Discounts: Do they offer discounts for large print orders? Do they know how to optimize your postal spending? (For example, USPS nonprofit rates; commingling; drop shipping)
9.) Hidden fees: Ensure there are no hidden fees for design services, shipping, or special finishing options.
10.) Union: Are guaranteed wages, health benefits and/or a secure pension important to you? Find a union printer: https://teamster.org/printers/
11.) Sustainability: Does the printer offer options that align with your group’s values and mission? Examples include FSC certification, recycled paper, etc.
12.) Responsiveness and expertise: How quickly do they respond to inquiries and concerns? Do their staff members have the knowledge to guide you through your printing project? If you’re using segmentation, do they have a process they would like for you to follow for how you should prepare different variables? Segmentation is a critical component of your most successful direct mail.
Mistakes happen, but it’s up to you to proof your printer’s work before mailing.
13.) Proximity: How close is the print shop to your location? I nearly always look for a local printer. Your local print house will be more attentive to your needs, typically more budget-friendly, and also more aware of the best post offices to mail from. When I was bulk mailing to a territory that included more than half a dozen post offices, I learned that one office, in particular, sat on bulk mail. Sometimes for weeks. When you commit to direct mail, these kinds of details matter.
14.) Delivery options: Do they offer convenient delivery methods? Depending on your level of segmentation, you may be processing some of your mailing in-house.
15.) Online reviews: Check online platforms like Google Business Profile or Yelp for customer feedback. If you’re a member of a local nonprofit group, check with your colleagues.
Lastly, check out mail houses who work specifically with nonprofit clients, such as AppealPrinting.com. They are a family business that has made it their mission to help nonprofit organizations achieve their goals since 1982. “Working with nonprofits and helping them with all aspects of their fundraising mission is what we do.”
Remember, be intentional about what you want in a mailing house. The right printer is out there for you.
Co-authored by Paul Bobnak, Direct Mail Evangelist of Who’s Mailing What.
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I can’t wait to meet with you personally.
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