Print Remains #1 Motivator for Nonprofit Donations
With all the media channels available, the choices can be confusing for nonprofits. What is the most effective channel for soliciting donations? According to a new study by YouGov, it’s direct mail. The November 2013 survey of more than 1,150 U.S adults, found the following:
• One-fifth (21%) of respondents cited direct mail solicitations as the prompt for
their most recent gift. This is higher than for any other channel.
• Donors over the age of 55 are most likely to respond to direct mail.
One-quarter (25%) in this age bracket made their last gift in response to a
mailing. Among 18-34 year olds, this drops to 14%.
• Lower income households are among the most motivated by direct mail.
Nearly one-third (29%) of those earning $40,000 per year or less responded to
direct mail for their last donation. Among donors earning $80,000+ per year,
this drops to 18%.
• Only 12% of donors report being prompted to make their last gift by something
they heard about on the radio, on TV, or in print.
• Even fewer (10%) were prompted by email.
• Very few donors (6%) were prompted by social media, such as Facebook or
Twitter, although this is stronger among 18—34 year olds (11%).
Want to keep your donations flowing in? Use print!
Source: “YouGov Giving Report 2013” (YouGov, December 2013)