PRINTER newsMarch 2011
Print in the Mix
Use of Direct Mail Drives Online Giving More So Than E-mail Appeals
In a 2010 national Dunham+Co. study conducted by research firm Campbell Rinker, more than twice as many online donors say they were prompted to give an online gift in response to a direct mail appeal compared to when they received an e-mail appeal. The survey found that 14 percent said that a direct mail letter prompted them to give online versus 6 percent who said an e-mail request prompted their online gift.
Further underlining direct mail's impact to motivate online giving, one in three donors (37 percent) who give online say that, when they receive a direct mail appeal from a charity, they use the charity's Website to give their donation.
The younger the donor, the more likely they are to use a charity's Website to respond to a direct mail appeal. One in two (50 percent) of generation X or Y donors say they give online in response to a direct mail appeal, with one in four (26 percent) of boomers turning to online giving when they want to give as a result of receiving a direct mail appeal.
"The purpose of this study was to try and understand what is driving online giving and how important off-line communication is as the source of increasing income to charity. What we found was quite surprising," said Rick Dunham, president and CEO of Dunham+Co. "Not only is off-line communication important to driving online giving, it is actually much more important a catalyst to generating online gifts than we had anticipated."
One other important finding from the study showed that the power of fundraising through social media is also increasing. Fifteen percent of respondents said their online gift was prompted by being asked to give by someone through a social media site. This is especially important to donors under 40 years of age as 24 percent said this prompted them to give, whereas only 9 percent of donors 40 and over said the same.
To read this Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.rit.edu. 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 (www.theprintcouncil.org).