Print in the Mix

Biggest Influences on Donations: Direct Mail Among the Top Three

In the December 2009 article, “Donors Are Expected to Give $4 Billion Online During Holidays,” it was reported that nearly two-thirds of Americans had planned to give online to charities in November and December 2009, and their donations could exceed $4 billion. This amount was $1 billion more than they donated during the 2008 holiday season.

The findings were reported in a new survey conducted by Forrester’s Research and based on figures from Convio, a fundraising software company.

The survey reveals the following:

• Among those who plan to donate online, the charity’s Website is the most useful tool during the holiday season, with 44 percent saying the charity’s Website influences their gift, whether it is made online or off-line. This was followed by word-of-mouth (40 percent), direct mail (28 percent), e-mail (27 percent) and e-mail from a family member or friend (23 percent). Charity evaluator sites also play a role for 10 percent of online adults in their decision-making process.

• More than half of those surveyed (56 percent) think nonprofits have made it easier to donate online, while less than half (46 percent) think that charity Websites make it easy to find the information they need to make a giving decision.

• In addition to their online preference, today’s online consumers give through a multitude of channels. Many donors send in checks after examining a charity’s Website (61 percent), contribute money at fundraising events (38 percent), offer a donation to support someone they know in a fundraising run, walk or other such competition (17 percent) or respond to a telephone pitch (16 percent).

• Men and women planned to donate at virtually the same levels.

To read this Print in the Mix Research Summary and additional print market research studies, go to Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (

Cincinnati-based Berman Printing, a TouchPoint Print Solutions Co., has chosen Bill Tucker as executive vice president of sales. Tucker comes to Berman from RR Donnelley, where he held positions as plant president, vice president of sales for the Commercial Print Div. and vice president of sales for the company’s Nielsen facility.

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