It’s been a long time (about six years, in fact!) since direct mail fundraisers have had the threat of a Canada Post strike looming over us – at year-end, no less. But here we are!
Whether you’ve never had to navigate a mail strike, or you just need a quick refresher, here’s what we might be in for. And more importantly, we’ve got solutions you can use to mitigate the impact of a strike on your fundraising program!
Is Canada Post going to go on strike?
This situation has been evolving quickly, but at this point (that’s October 31st, 2024), it seems likely.
On Friday, October 25th, the Canadian Union of Postal Workers (CUPW) announced that it has received a strike mandate following a vote from its members. To do this, a minimum 72-hour strike notice needs to be provided. In practice, this means that they have a legal right to strike starting on November 3rd, when the cooling-off period that we’re currently in ends.
TLDR: The soonest you’ll see mail delivery changing is November 3rd, 2024. And, you’ll know it’s coming three days in advance.
What might happen to my fundraising if there’s a postal strike?
Things are likely to begin with rolling strikes, meaning that some union members strike while others continue to work. These are usually at select, high-volume facilities that process a lot of mail.
During rolling strikes, mail delivery continues but is slowed down. The usual service guarantees are suspended, and it will take mail longer to get where it is going. Appeals inducted earlier in the strike stand the best chance of being delivered, while those that drop later may end up sitting in processing facilities as demand outpaces the number of workers to support it.
Here’s your silver lining: our research shows that 60% of gifts that are triggered by mail, get made online, making them more strike-resistant!
Rolling strikes are usually the first course of action, and will last for a few weeks. In that time, hopefully both parties will come to a resolution! But if they don’t, the strike may escalate to a full labour stoppage. In that case, everything grinds to a halt – meaning your appeal, or donations, might sit in a Canada Post warehouse for days or weeks (last time, it took months for the system to fully recover from the strike) until CUPW and Canada Post work things out.
What can I do to protect my results in the event of a strike?
Here’s the good news, fellow fundraiser: today’s giving ecosystem is a lot more integrated than it was 6 years ago. Our research has found that while the mail remains a persuasive powerhouse, about two-thirds of the donations driven by mail get made online.
That means your mail program is more resistant than it’s ever been to a postal strike, as long as your appeal gets out!
But that doesn’t mean you shouldn’t take some extra steps to make sure your appeals don’t suffer too much from a postal strike. We’re recommending:
- Activating your email list. This is the digital equivalent of your mail program, and it’s time to put it to use! Translate your mail appeal into multiple emails (don’t just paste in your mail copy – tighten up your sentences and maximize the format!) and send them as broadly as you can. Need a little inspiration to get started? Check out my tips for writing sure-fire year-end emails.
- Layering in ads. We’ve seen enormous success using ads to keep a campaign top-of-mind. This activates the mere exposure effect, by which a donor feels more favourable about your cause and campaign thanks to familiarity with it. If you’re new to running ads, be aware: You’ll likely see the impacts of this investment in a lift to your main donation form, rather than direct conversions. The lift is indirect – but if you want to see if it’s working, check your year-over-year web traffic and results!
- Mobilizing the phone: When mailboxes are stuck and inboxes are jam-packed, switch up your channel to one that’s less competitive. You can use a voice mail broadcast to drop a note straight to your donors’ voicemail, letting them know about the strike and sharing ways to stay connected (heads-up: you cannot legally ask for a gift in a VMB!). Even better, take the opportunity to launch your SMS program, using text messages for stewardship and solicitation.
- Making sure your mail package is integrated. If you haven’t yet, it’s time to make sure your mail packages have layers of digital giving. Include easy-to-use URLs that donors can follow to dedicated donation forms. Add QR codes throughout the mailing for an instant scan-and-give experience. And, make sure your primary donation form is optimized, quick to load, and easy to use from a mobile device.
Fellow fundraiser, you’ve got this! You have all the tools to guide your mail program through a Canada Post strike. And if you need any extra assistance, we’re always happy to help – so reach out!
