Integrated Digital Marketing Logo

  • Capabilities
  • Experts
  • Insights
  • About
  • Careers
  • Contact
Newsletter Signup
Back to Insights Blog

More Direct Mail = More Online Giving (We Have Proof)

Before you declare direct mail dead in this digital world, do what we did: measure the impact of offline communications on online giving.

Previous Blog Post
Next Blog Post
by: Megan Contakes
February 5, 2016

One of our clients, a large national mailer, was experiencing dismal response to direct mail by online-only donors.  But before eliminating these donors from the mail stream, we wanted to determine what, if any, impact direct mail had on online giving.

So we conducted a six-month test composed of three donor cohorts:

Cohort A  These donors received no direct mail.

Cohort B  These donors received very limited direct mail—always closely coordinated with a specific online campaign.

Cohort C  These donors received all direct mail.

What did we find?

Giving by donors in Cohorts A & B varied by less than 1%—meaning sending a limited number of direct mail packages had no impact on giving.

Donors in Cohort C—who received all direct mail—gave 25% more than donors in Cohorts A & B, resulting in a 20% lift in net revenue over donors who received limited or no mail.

Why does direct mail drive online giving?

Because donors increasingly use the web as a transactional device: they are using your website to fulfill a direct mail gift.  No mail = no gift.

Frequent direct mail communications keep you at the top of the donor’s mind when it comes time for her to give.

Well-crafted, story-based solicitations are also powerful cultivations that deepen donors’ relationship with your organization—and, by reminding them of the urgency of your cause, motivate them to give.

Related Insights:
Feb 17, 2019
IDM is Hiring!
by Megan Contakes
Sep 04, 2016
How to Translate Real Need Into Donor Dollars – Using Pictures or Video
by Trelynda Kerr
Jan 27, 2016
A True—and Heartbreaking—Tale of Not Being Asked for a Donation
by Megan Contakes
It’s Time to Improve Your Donor Retention.
SPEAK WITH AN EXPERT
Integrated Digital Marketing Logo
  • Follow Us on Facebook
  • Follow Us on Twitter
  • Follow Us on Linkedin
  • Site Map
1250 Connecticut Avenue, NW
Suite 700
Washington, DC 20036
202.261.6587

Get the IDM Newsletter!

MENU
  • Capabilities
  • Experts
  • Case Studies
  • Insights
  • About
  • Careers
  • Contact