Fundraising Direct Mail That Drives Online Response

A 2009 W.K. Kellogg Foundation study revealed this: 50 percent of people who donated to a nonprofit, or took some kind of action, would not have done so without first checking the organization’s website — and more than 65 percent of all donors visit an organization’s website every time they give. Seeing that those statistics are two years old, my guess is that these numbers have only increased. Another statistic I recently overheard that may surprise membership professionals: Close to 40 percent of new members to nonprofit organizations are joining online!

NOTE: We must never lose sight of the fact that it’s all about choices these days, no matter what generation you are marketing to. Your mail must allow recipients choices on how to respond — online, mail, phone or even in person.