The print vs. digital decision

Cost is a huge factor for nonprofits weighing how to communicate with donors.

Value should be an even bigger one.

Digital appeals and publications are less expensive to produce and distribute. Print materials typically take more time to create and are more costly to design, publish and mail.

It seems like a no-brainer, right?

Not so fast. This is not a one-size-fits-all decision, especially for smaller nonprofits that are increasingly dependent on philanthropy for survival. Most often, a hybrid approach provides the most value for organizations with varied audiences that have different preferences.

Start with the audience, not the platform.

Print materials have a sense of permanence that stands out when you are cultivating major donors and foundations.  The feel and look of a well-designed report that can build trust. Digital appeals and publications are less expensive to produce while still looking professional and being more shareable. Digital formats also allow better tracking of donor responses and engagement.

Using an all-print or all-digital approach is likely to alienate a chunk of your donors, and you won’t realize it until it is too late. Print is costly but trusted. Digital is convenient but faces stiff competition for your attention.

Most organizations would be served well by taking a hybrid approach, selecting a limited number of publications for printing while sharing most communications digitally. One size does not fit all.