Source: Target Analytics Index of National Fundraising Performance
According to a survey by Target Analytics, direct mail was the main revenue channel for non-profit organizations in 2009. Direct mail delivered almost 8 out of every 10 dollars.
Also, most new donors are acquired through direct mail. For index organizations in 2009 a median 87% of all new donors were acquired through the mail, while only 12% of all new donors were acquired online.
However the proportion of new donors being acquired online is growing. Over the past
five years, the proportion of donors acquired online has risen – from a median of 6% in 2005 to 12% in 2009.
Also, Internet gifts tend to be significantly larger than mail. The median online gift was $79, the median telemarketing gift was $45, and the median mail gift was $40.
Direct Mail Marketing can allow non-profit organizations to provide a more personalized touch, like a handwritten letter or photograph, that may not be possible through other means of communication. So it may generate a larger response rate than other means of fundraising. But as people move to the Internet for more of their business, the amount of new donations may be found online.
The Target Analytics Index of National Fundraising Performance analyzes direct marketing giving for many of the largest non-profit organizations in the country. For the twelve months ending Q4 2009, Target Analytics evaluated transactions from 79 organizations, including over 38 million donors and more than 74 million gifts totaling over $2 billion in revenue.
In addition to direct mail marketing, OneIMS provides other print marketing solutions and online marketing services. Contact us today at 1-888-ONE-IMS-1 or email us at sales@oneims.com.
OneIMS is a Chicago Web Design Company as well as a technology-based marketing service provider. We specialize in integrated marketing solutions such as Search Engine Optimization, Pay-per-click advertisements and email marketing. We employ cross-media marketing solutions that are designed to deliver results. Some of those solutions are Variable Data Printing, Personalized URLs and custom Landing Pages and triggered emails.
