When deciding how to print and distribute a community survey, you generally have two options: Every Door Direct Mail (EDDM) or purchasing a targeted mailing list.
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EDDM is ideal for broad, cost-effective outreach, and you don’t need a detailed customer list. It’s great for local advertisements targeting a large area or general demographic groups.
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Targeted mailing lists are suited for more precise, smaller-scale campaigns where specific demographics or geographic boundaries are needed.
Here’s more information on each option:
Every Door Direct Mail (EDDM)
Definition: A USPS service that allows organizations to send direct mail to households within specific geographic areas without needing a customer list.
Benefits:
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Geographic Targeting: Choose postal routes within Zip codes to reach households fitting selected demographics (age, income, etc.).
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Cost-Effective: There’s no need for a pre-purchased or compiled mailing list. This helps reduce costs and removes the need for exact list accuracy.
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Increased Reach: Expands outreach to any household on the chosen routes.
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High Response Rates: Direct mail can be more effective than online-only options. There’s something to be said for that tangible reminder sittin’ on the counter.
Best for:
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Organizations that need to reach a broad audience within a specific local area (Zip code).
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New or established organizations aiming to build awareness or drive traffic to a location.
Considerations:
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May reach more than one school district, depending on mail carrier routes. (Zip codes don’t neatly follow school district boundaries.)
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No address printed, so there’s a risk respondents think it’s junk mail.
Targeted Mailing List
Definition: Buying a list of addresses based on specific criteria, such as a boundary map or demographic filters.
Benefits:
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Precise Targeting: Allows for outreach to households or individuals based on exact criteria, such as your school district’s boundaries.
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Speed and Accuracy: Lists can be quickly purchased and are generally accurate for targeted marketing.
Best for:
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Situations when you have a clear, specific target audience and a boundary map or other precise criteria.
Considerations:
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Cost: The list typically ranges from $100 to $200 depending on the size of the district or the list’s complexity.
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Boundary Map: You’ll need to provide a boundary map to create a school district-specific list.
Frequently Asked Questions:
Who prints the surveys?
Your district can work with a local printer or one of our preferred printers. Once you select a company, we will work with them to ensure printing is done to our standards. We do not mark up the printer’s work. They invoice your district directly.
Who mails the surveys?
Typically, the printer handles mailing the surveys or hires a mail house for this task. They also send extra copies to your district office for additional requests or missed households.
What is the cost of postage?
Postage varies depending on the mailing method, the survey’s length, and the mailing type:
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Every Door Direct Mail: ~$0.183 per unit
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District’s non-profit permit: ~$0.08 – $0.40 per unit
Who pays for the printing and postage?
The District covers all printing and postage costs as outlined in the project proposal. The printing company will bill you directly, and the Post Office will charge your account for mailing.
What is a Non-Profit Authorization Number (NPAN)?
An NPAN connects a printer’s mailing permit with your USPS non-profit status for reduced postage rates. If you do not have an NPAN, standard postage rates apply. Your local post office can help with NPAN inquiries.
How long does the printing and mailing process take?
A good rule of thumb is approximately three weeks. We cannot control the printer’s production schedule nor the delivery schedule of the Post Office, so we cannot guarantee delivery of the survey on a specific day.
The School Perceptions Blog and Resource Center features the voices of our team members. This post was written by Beverly Zukowski, Project Implementation Manager.