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Direct Mail Drives Charitable Donations and Retention

A May 2011 report by Blackbaud's Target Analytics, a global provider of software and services for nonprofit organizations, shows that direct mail remains the source of most charitable donations.

 

Some findings include:

  • Although multichannel giving has become a popular objective of not-for-profits as a way to build constituent support, it is not widely practiced, the study finds. The majority of gifts are received through direct mail.
  • The typical organization receives more than three-quarters of its total gifts through direct mail and only 10% of its gifts online.
  • Direct mail acquisition is also responsible for three-quarters of all new donors.

Reprinted with permission from Print in the Mix – A Clearinghouse of Research on Print Media Effectiveness www.printinthemix.rit.edu

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Hattie Bryant
Small Business School