Delving deeper into direct mail research
After reading an article in the Chronicle of Philanthropy (”More Americans Are Responding to Direct Mail, Survey Finds”) I contacted research firm Vertis for a copy of their report. A few interesting points to consider…
- The number of people who visited an organization’s website after receiving a direct mail appeal has more than doubled since 2002. Twenty per cent of readers took this action. Does your website actively welcome these visitors?
- Information of greatest importance to readers:
- How the organization spends funds
- Importance of organization’s mission
- Info on how charity is helping local area
- Statement of what the donation provides
- Information on why donations are needed
- Details on how the donations will be used
- Top reasons readers open the package:
- Timing of the piece and their need for the service
- The package looks interesting
- Their name is on the front of the envelope
- A special offer or discount
- The package looks important
- They feel something in the package
Related Posts:
- Ups and downs in direct mail
- Will the election hurt your direct mail?
- Tip of the Week: Provide social information to increase gifts
- Writing
- Tip of the Week: Get your money’s worth from fundraising staff or consultants
