Fundraising Fact – Direct Mail Delivers Results

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January might be a little late/early to discuss fundraising marketing, but I just came across some survey data that could help nonprofits to budget and plan their 2015 fundraising campaigns.

According to a YouGov giving report, half of Americans surveyed have given money to a church, non-profit or charitable organizations in the past 12 months. The above chart summarizes some of the key survey results, but I think two numbers really jump out.

63

That’s the percent of the older generation (55+) that were the most likely to give to charities and nonprofits..  Only 33% of Millennials (18-34) were likely to give.   That’s probably not a big surprise considering the distribution of wealth and money across the age groups.

25

That’s the percent of those over 55 donors that said that a direct mail solicitation was what got them to donate.  Even 14% of the 18-34 group said direct mail was the key to their giving.  Again, not a big surprise considering how effective direct mail can be in generating donations.

What did surprise me, was how fundraising direct mail stacked up against email and social media.

 Email – 12% of older donors responded to an email message. For the 18-34 group, it was 9%

Social Media – 6% of older donors responded to social media. For the 18-34 group, it was 11%

So, when it comes to generating donations, direct mail fundraising delivers results better than email and social media.  Direct mail is even more effective getting Millennials to open their wallets – and they seemed to be glued to their mobile device.

Seems like one more reason to keep/add direct mail in your fundraising plans.

 

If you would like to get more information on the fundraising direct mail campaigns we can create for you, please call Magnetic Attractions at (800) 521-4773.

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