Nonprofit Online Marketing Benchmarks and Best Practices

“To touch on Andy’s point, we oftentimes see that people will get the mail and then go online to fulfill the gift, much the way that we do with catalogs,” McCarthy adds. “In fact, I got a mailing yesterday from Soap.com, where I can order my detergent online and they’ll deliver it to my house. I would have never thought to go to Soap.com if they hadn’t sent me the direct-mail piece. So we’ve entered into an inherently multichannel world, where there are lots of connection points for our relationships with the charities that we care about.”