How should we handle bulk mailings?

Summary:

Strong recommendations to hire a mailing service

ikolea@aol.com wrote:
"I'm stuck in BULK MAIL HELL... I would love to
find out the name of such a service...I work at a Public TV station and
3x a year have about 2,000 non-letter flats that need out...The first
attempt was disasterous..."

Everyone who responded said that the writer should look in the Yellow
Pages under "mailing services." They also said that taking a mailing to
such a center is almost always more cost-effective than trying to do it
yourself.

Terri Horvath, horvath@in.net, author of Spread the Word: How to promote
nonprofit groups with a network of speakers, added: "If you have to do
the mailing yourself, which isn't always cost-effective, the Post Office
should have a bulk mail center. The center has a publication that
specifies all information regarding bulk mail including the width of
rubber bands, etc. At least if you follow the booklet, the PO will have
to accept the blame because it's in print."

John W. Gullam, JGullam@redwood.northcoast.com, added: "Developing a
relationship with a non-profit work center employing Developmentally
Disabled adults in your area (with experience in bulk mail) can be an
extremely aventageous for both parties, check it out!"

This topic was edited by Jayne Cravens
Further information from an earlier exchange (-PB):

BradB1 (bradb1@ix.netcom.com) wrote:

Hi. I represent a new startup non-profit 501(c)(3), and I have a
question regarding mailings (mostly for fundraising): I know that
non-profits have a lower postage class than others. But, in order to
take advantage of it, must we mail bulk-rate? Or can I just send one
letter with a special stamp through a regular mailbox?

Gravity Girl (gravity@PEAK.ORG) replied:

Bulk rate only applies to large numbers of the same piece that you are
willing to mail at a snail's pace. Examples may be newsletters that are
not time-sensitive, etc. There are many regulations regarding packaging
of bulk mail, and the post office offers a free class (I know, sounds
fun, huh?)

From: kci101@aol.com (KCI101) 27 Mar 1996:

I would strongly encourage you to meet with, and retain, a very
competent company or individual knowledgeable in direct mail. There are
many, many pitfalls and challenges and a good company or individual can
help you avoid them. A good partner can also help provide good ideas
based on experience that will work.

Direct mail is a lot more (and this isn't self-serving, we don't do
direct mail programs) than just writing a letter and mailing it. It has
really evolved into a science ... and still maintains its status as art.


To directly answer the question, I don't know of anyway for a non-profit
to mail one letter withou paying first class rates. There are pre-sort
rates, etc. that still go first class, but you either need to sort them
yourself or hire a company. For a small non-profit I don't think it
would be worth it.

Assembly houses are as good as their last job. Our clients have used
various non-profits ( usually those helping developmentally disabled)
and it works very well. Of course, this is again a non-profit competing
with for-profits.

Talk to a few of the charities in your area who have successful direct
mail programs - and are about the same size. What a Muscular Dystrophy
Association or American Cancer Society does for direct mail, probably
doesn't compare to your anticipated program. Compare apples and apples.

Good luck, its competitive (get professional help) but can be
financially rewarding.

William Krueger

From: sylvie@eskimo.com (Sylvie McGee) 3/31/96:

Subject: Re: THE COST OF MAILINGS

Check out the references for mailing houses - and in particular talk
with the house itself about lead time. Some will not schedule you in
until you physically deliver the piece - and then it will be another 4
to 5 days before it goes out. Some can schedule based on your estimate
of delivery time. Generally, their ability to manage your mail list, add
9 digit extended zip sort, and code for automatic processing will mean
that you end up saving in postage the cost of their fee. Particularly
when you consider the actual cost of staff time to prepare the mailing,
I think you will find that using a mailing bureau is considerably more
cost effective than preparing the mailing yourself.

I use a mailing bureau when I prep mailings on behalf of my clients (I'm
a consultant), and the only thing I kick myself for is not having
started doing it years ago....

One note: most mailing bureaus have some format requirements for both
your mail list and your mailing - don't prepare the mailing and *then*
look for a bureau - look for a bureau and work with them throughout the
mailing process. If you have an established relationship with a printer,
they may also be able to advise you on mailing bureaus, since it's
likely their larger clients may be using them.

From: keiths@CyberGate.COM (Keith Smith) 30 Mar 1996:

Brad (& Gravity Girl, too?):

Bulk mail is a great bargain, and not wanting to appear to shill for the
USPS, they do an amazing job for a few cents. In my town, the PO is set
up to serve the 500,000 people, but also one of six regional US IRS
processing centres. Bulk mail gets delivered the NEXT DAY!

Your local PO bulk mail folks generally will appear rough and gruff, but
they thrive on a newbie user who is a quick study. Do not overlook the
opportunity to pick up the phone and tell them what a great job they
just did with your last mailing. (This ploy confuses and disorients them
and reduces incidences of AK-47 "going Postal" syndrome.) Complain if
you have a legitimate complaint.

Sending out the minimum 200 for a bulk rate is no big deal, right? If
you are a dozen names short, send the extras to yourself. Do the math.

Also explore buying one of those $30 roll stamp affixers. People tend to
respond better to a letter that has a colourful stamp apparently affixed
by hand. It is a little more trouble, but buying a roll of bulk rate
stamps and giving your mailing a more personalised look can do wonders.