20-Question-FINAL-2016-r2

5
Is direct mail past its peak?
Answer: No
NOTES AND ASSUMPTIONS…
For a couple of decades, fundraising futurists have droned on about the sure demise
of direct mail, deeming its printing and indicia “irrelevant” in a digital era. But as
Mark Twain wrote a worried friend, “The report of my death was an exaggeration.”
• Fact #1: Direct mail is still by far the way most U.S. charities, big and small,
attract new, first time, “first date” donors.
• Fact #2: Direct mail is how most U.S. charities continue to ask current donors
to give yet again ... NOT via email (which recipients ignore, by and large) ... but via
direct, physical, well-personalized, non-boring direct mail. (Phone calls are a big
help, too.)
Direct mail, in fact, drives a lot of online giving.
As Jeff Brooks noted in 2014, “Direct mail sends more people to give online than any
digital medium like Facebook or email does.” Boston-based expert, Tina Cincotti,
said that 15% to 37% of online gifts are prompted by a letter. “Plus,” she cautions,
“donors are three times more likely to give online in response to a direct mail appeal
than to an email appeal. Direct mail not only isn’t dead. It’s more important than
ever.”
Tina makes another point, this time about multiple touches. “By receiving
a letter and then giving online, that supporter has become worth more to you.
Donors connected to you through multiple points give at least 20% more than
donors connected through only one channel. They also have better conversion rates.
And higher retention rates. So you’d best be fundraising both online and offline.”
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20 Questions RE Donor Communications © Tom Ahern, 2016