We’ve all heard the phrase before; and in three short weeks’ time, we will hear it again; “New Year, New [Insert Noun]”.
As with any turning of the page, the idea of the “new” and what may lie ahead in a new year can provoke many emotions: excitement, uncertainty, hope, even relief.
Heading (soon to be) halfway into this decade of the 2020s, it’s fair to say that many things have happened which have led us (and our industry) to be more cautious and uncertain (i.e. a Global Pandemic, fraught elections, a closer examination on institutions, inflation etc.). While we have good reason to feel cautious, as we look ahead to what will become the latter half of this next decade, I have a couple of notions heading into the New Year:
1. Keep Calm and Carry On (Consistently)!
It’s been long said; the only thing constant is change. And with change, comes new uncertainties. One of the best ways to combat uncertainty is to constantly stay consistent. Whether you are consistent in your messaging and overall mission to your donors or keep constant the relationship with your industry partners, a steady and consistent approach has been known to weather times of uncertainty.
2. Trust in What (and Who) You Know!
In times of deep uncertainty on what may lie ahead, it is easy to become distracted with quick fixes and the latest industry trend to capture that initial anxiety surrounding the new. Being flexible to testing, new opportunities, and innovations is a large part of what drive us forward. Keeping in step with proven messaging, production best practices and trusted partnerships, while also adding what can complement (versus congest), provides stability and opens up for synergy.
3. (Do!) Go Postal!
With Direct Mail still being a large touch point to donors in our industry and combating the uncertainty of postal cost increases, there are many postal promotions that the USPS has put forth for the 2025 year (https://postalpro.usps.com/promotions). While there are some slight changes (i.e. Informed Delivery moving away as a mainstay promotion), the offers within each promotion have a longer timeline in the new year and can be compounded (with add-on discounts such as Sustainability and Informed Delivery). By leaning into the offers and recommendations of your Postal subject matter experts, there are many roads leading to postal savings in the new year ahead.
Looking to 2025, I hope the above reminds that within any industry; we are only as good as what we put forth amongst each other. Keeping true to each of our missions, while leaning on each other’s expertise and trusted partnerships; I have no doubt that we will put forth another banner year. Cheers to what lies ahead and our strength in taking it on, together.
DMAW Guest Blogger:
Sara Coggins is currently a Senior Production Manager at OneSource Production. As a Fundraising Fanatic, she has 13+ years of experience in the Direct Mail Marketing Industry and enjoys new opportunities to contribute her expertise on campaigns that enrich communities and enhance the success of the organizations she represents. She can be reached at scoggins@onesourceproduction.net or 480-261-0351.