Direct mail remains the best channel for prompting donations, outperforming social media and e-mail, according to the latest survey by global research company YouGov. The study found that 21% of Americans cited direct mail solicitations as the prompt for their most recent gift. Direct mail is particularly successful with the over-55 age group, with 25% making their last gift in response to direct mail, compared to only 14% of 18- to 34-year-olds. Lower income households also respond strongly to direct mail marketing, with 29% of those earning $40,000 or less responding to direct mail for their last donation, compared to only 18% of those earning $80,000+. In contrast, social media has yet to take off as a major giving prompt, with only 6% of adults responding for their last gift. However, social media is becoming a more significant motivator for the 18- to 34-year-old demographic, with 11% responding to social media for their last donation, compared to only 3% of those 55+. E-mail does a little better in motivating donors, with 10% of Americans saying it moved them to make their last gift. E-mail works especially well for charities supporting the arts, with 25% of their donors in the last 12 months saying they were particularly likely to respond to e-mail. For more detail, see the news story and release at http://www.sacbee.com/2013/12/18/6010758/direct-mail-is-still-the-strongest.html
David Kanter, President and CEO of AccuList, is a list brokerage and direct marketing expert. For more than 30 years, he has helped companies and nonprofit organizations achieve their marketing goals. With David's Direct Marketing Forum, he shares, and invites others to share, helpful direct-marketing industry news, trends, analyses, resources, and tips for success. Please read our Comment Policy.
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