For nonprofits, every dollar they spend on overhead, administration, and marketing is a dollar not spent on their mission. Not surprisingly, there is an intense focus on which marketing channels are most effective. So which channel works best for nonprofits? A study by YouGov provides the answer: direct mail. In a survey of more than 1,150 U.S adults, YouGov found the following:
- One-fifth (21%) of respondents said that a direct mail solicitation prompted them to make their most recent donation. This is higher than for any other channel.
- Older donors (55+) are most likely to respond to direct mail print. One-quarter made their last gift in response to a mailing. Among 18-34-year-olds, this drops to 14%.
- Lower income households are among the most motivated by direct mail. Nearly one-third of those earning $40,000 per year or less responded to direct mail for their last donation. Among those earning $80,000+ per year, this drops to 18%.
- Only 12% of donors report being prompted to make their last gift by something they heard about on the radio, on TV, or in print.
- Even fewer (10%) were prompted by email.
- Very few donors (6%) were prompted by social media, such as Facebook or Twitter, although this is stronger among 18-34-year-olds (11%).
When it comes to fundraising, direct mail is the clear winner for nonprofits. So once you have decided to launch a direct mail printing campaign, what is the next step? Make it the best it can be. Request more information and see how we can help with your direct mail printing needs!