Study: Direct Mail Most Effective for Non-Profits
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Rick Dunham, CEO of Dunham+Company, described the results of the study as “a bit of a shock.” Dunham notes that recipients pay more attention to a physical object that comes into their mailbox than e-mail, which he points out is easily deleted.
According to the study, donors in the 40-59 age categories are the most responsive to direct mail—47 percent of them responded to receiving a letter by making a donation in 2012, which is a dramatic increase from 34 percent in 2010. Donors over the age of 60 also respond well to direct mail—24 percent of them donated in 2012 after receiving a letter, an increase of 6 percent since 2010.
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