Moving is overwhelming. Between unpacking boxes, changing addresses, and getting to know a new neighborhood, finding the local library may not even cross someone’s mind. That’s where your library can step in—not just as a resource but as a warm, personal welcome to their new community.
The New Mover Service from Unique Library makes that welcome simple, personal, and effective. By sending beautifully branded postcards to households who have recently moved into your service area, your library creates a first impression that can turn a new resident into a lifelong patron.
What Is the New Mover Service?
This service uses the USPS National Change of Address (NCOA) database to identify households that have recently moved into your library’s area. You provide your service boundaries—whether that’s a few zip codes or a complex shapefile—and Unique creates a targeted mailing list.
Every household on that list receives a personalized, library-branded postcard. These cards aren’t generic flyers; they’re a warm introduction to your library’s resources, programs, and community benefits.
Why It Matters
Libraries are all about connection, but too often, new residents only discover their local library months (or years) after moving. The New Mover Service changes that.
Instead of waiting for them to stumble upon your branch, you’re reaching out directly with a friendly invitation. This proactive approach helps:
Build awareness of library resources right away
Reduce time spent on residency checks
Turn new residents into engaged patrons from day one
How It Works
Design Your Postcard
Choose from Unique’s design templates or provide your own. Include your library branding, a welcoming message, and a call-to-action—like scanning a QR code for an e-card.Set Your Service Area
Provide your zip codes or shapefiles, and Unique will ensure precise delivery.Choose Recipients
Filter out existing cardholders or send a welcome to everyone who has moved in.Mail & Track
Mailings go out quarterly (March, June, September, December). You’ll receive proofs and an interactive map showing exactly where postcards were delivered.
Want some tips for tracking your postcard success? Read this article.
Creative Postcard Ideas
Libraries have used postcards to spotlight:
Passport services and notary offerings
Seed libraries and “Library of Things” collections
QR codes linking to e-card signups or event calendars
Incentives like tote bags or waived fees for card signups
The goal is to go beyond “Here’s a library” to “Here’s your library—welcome home.”
Real Results
Westerville Public Library: Mails quarterly to about 200 households per round and continues to see steady engagement. Read the case study.
Fairfield Public Library: Sent over 1,000 postcards in its first year, generating new card signups and awareness.
Libraries of all sizes are using the program—adjusting mailing frequency to match budgets, board approvals, and outreach goals.
Affordable, Flexible Pricing
Postcards cost about $1.49 each, including printing and postage
Minimum mailing cost: $125 (recently lowered from $300)
Discounts available for larger mailing volumes
For the lifetime value of even a handful of new cardholders, this investment pays for itself.
Ready to Start Welcoming New Neighbors?
With the New Mover Service, your library can greet residents before they even unpack their boxes. Whether you send postcards quarterly or annually, you’re building trust and community from day one.
👉 Watch the Webinar Here to see postcard examples, hear from librarians, and learn just how easy it is to get started.
Explore more: