More Green = Well, More Green

By: Tim Oleary
Vice President, McPherson Associates, Inc.

From global warming and hybrid cars, from carbon footprints to organic foods, environmental sustainability is one of the foremost social issues in the nation and the world. With it has come a marketing push on all things green. Consumers are increasingly demanding it and companies are increasingly delivering it.

It’s easy to react to hot-button issues when you have a big budget, but what does all of this mean for nonprofit fundraisers who want to show their commitment to environmental preservation?

As is often the case, the for-profit marketers are doing a lot of testing and there is an ever-expanding pool of options. By mixing the right message with direct marketing efforts that lend it credibility, nonprofit fundraisers can also capitalize on consumer activism and do their part for the planet at the same time.

The nature of their mission and their passion has had conservation groups looking for ways to incorporate eco-friendly ideas and materials into their DM programs for many years.

In celebration of Earth Day, McPherson Associates is proud to launch our own efforts to support sustainability by offering eco-friendly direct marketing strategy and materials. Click here to find out more about the McPherson Eco-Campaign and how your organization can participate in this important initiative.

The Student Conservation Association (SCA), a New Hampshire based nonprofit that puts thousands of young adults to work in America’s National Parks every year, recently mailed an appeal that included Echinacea seed packets as a “freemium.” The message was clear – we all care about the environment and encourage you to help make the world a greener place through planting efforts.

“Collectively, we as direct marketers, need to assume a greater responsibility towards mitigating the impact our actions have on our environment while continuing to meet the objectives of the organization,” said Matt Wolcott, SCA’s Director of Direct Marketing.

That impact is often inflated even more in the minds of potential donors. A November 2007 DM News/Pitney Bowes survey on direct mail and the environment showed that “while half of adults thought that advertising mail counted for 53% of the country’s municipal waste, the EPA reports that the actual figure is 2%.

As they say, perception is reality. So clearly, mailers are already fighting an uphill battle and the time to make changes in the way they produce and deliver mail has arrived. Survey results also indicated that nearly 76% of “consumers think better about mail that is printed on recycled paper.”

Additionally, 65% of “consumers said companies certified as eco-friendly would likely get more of their business.” That could mean a significant lift in response and revenue for nonprofits that get serious about going green in their DM efforts.

You can view more of the survey results by clicking here to download the Pitney Bowes whitepaper, The Truth About Green.

Wolcott added, “To quote a famous frog, ‘it's not easy being green,’ especially when it comes to direct mail.” He said, “While often times the production costs are higher (think recycled paper stock and soy-based inks), you are making a public statement about your organization's commitment to the environment.”

You don’t have to be a conservation group, though, to show an impact on environmental efforts. WGBH, the public television and radio station based in Boston, is also blending fundraising and sustainable activities. Having just moved into a new LEED certified building last September, ‘GBH is incorporating greener approaches to business in every department.

In November 2007, the station mailed a version of its acquisition control package with an Eco-tote premium offer at two different price levels – one bag for a gift of $28 and two bags for a gift of $50. Eco-totes were also offered online and during the station’s December on-air pledge drive.

“With a focus on green themed benefits and communications, we can showcase how WGBH’s programs and services help promote a green lifestyle, strengthening donor relations by building on a set of shared values,” said Daren Winckel, Director of Membership at WGBH.

PBS and NPR stations across the country have long since been educating the public on the perils of over-development and lack of attention to natural resources.

Later this summer, ‘GBH and other public stations plan to test more Eco-tote mailings and will experiment with tree planting offers as a premium.

WGBH has also just launched a new Green Membership. “The green membership provides a great way for our donors to support WGBH’s mission in a low-impact manner that more closely reflects the way these donors prefer to lead their lives,” Winckel said.

Winckel added that the Green Membership offers a nearly paper-free member experience and easy-on-the-earth benefits through a more modern fundraising method. “The Green membership is a multi-tiered Sustainer program utilizing e-communications filled with tips on environmentally-friendly living, special "green" member discounts, the WGBH Eco-Tote and the opportunity to have a tree planted in the donor’s name.”

More testing will be needed to see how well donors respond to messages about the environment, but thankfully, this issue is not going away any time soon. The April 14th issue of Newsweek ranks the United States at 66th in the magazine’s index of environmental performance, which scores countries on several sustainability factors. So there is clearly room to improve.

Since tomorrow is Earth Day, and many of you are budgeting for a new fiscal year, add a section for more testing of eco-friendly products in the mix. You may find more green by going green.