Direct Mail Driving Online Donations

A new US study finds that Direct Mail is a more important driver to online giving than online communications.

More than twice as many online donors say they were prompted to give an online gift in response to a direct mail appeal compared to when they received an e-appeal, according to a national US study Dunham+Company recently conducted through research firm Campbell Rinker.

The survey says that in a surprising finding, 14% said that a direct mail letter prompted them to give online versus only 6% who said an email prompted their online gift.