What is the Best Method for Non-Profits?
Non-Profits need donations. People want to give to non-profits. What it the best way to make this happen?
A recent study shows that the best method is to send direct mail that gives the recepient a place to give online. Here are some of the findings:
50% of donors surveyed in 2012 said they prefer to give online when they receive a letter in the mail from a charity. In 2010, just more than one-third of donors (38%) said they preferred to give online after getting a letter in the mail.
The proportion of donors ages 40-59, a key donor group, who reported giving a gift online in response to a direct mail appeal rose 38% (from 34% in 2010 to 47% in 2012).
Among donors age 60 or older, online giving prompted by a direct mail appeal rose 30% (from 18% in 2010 to 24% in 2012).
53% of donors in households earning $75,000 or more preferred to respond with an online gift when they receive a direct-mail appeal. This is up from 42% in 2010, a 26% increase. The same is true for 52% of women, up from 39% in 2010.
(via Print in the Mix)