Three years ago, I had the pleasure of meeting Marcy Heim, the Artful Asker. Marcy was the dynamic keynoter for the Arizona Association of Fundraising Professionals Conference. I have been reading her newsletter ever since. Read more
I had the wonderful opportunity to spend time with family and friends through various parties and gatherings over the holidays. Inevitably, conversation always leads back to the things we spend the most doing: kids, work, and hobbies. As soon as the conversation starts about my work in fundraising I am always given a quick opinion about nonprofits in general. It usually revolves around which nonprofits are doing great work or did you see that new social media campaign for or against a particular nonprofit.
Let’s talk about an important component to a successful fundraising plan. Direct Mail. Now you might be thinking, isn’t everyone donating online or isn’t it cheaper to just email? While there has been an increase in online donations and email has a lower cost of output, direct mail still drives a majority of the fundraising results for organizations and schools across the country. In a recent national donor survey, 61% of all people who said they donated to charity in the past year reported making at least one of those gifts through direct mail. And with the increase of donations collected online, 37% of online donors stated that they first received a direct mail piece and then looked up the organization online to donate.
So what are the key components to a successful direct mail program?
The study, conducted by researchers at the Women’s Philanthropy Institute at the Indiana University Center on Philanthropy, shows that women at every income level give to charity more than men do — and they tend to donate more money on average than their male counterparts.