Just about every organization that relies on donations participates in some form of direct mail fundraising. They send out letters, newsletters and postcards – basically anything that can relay information about their organizations, their volunteer opportunities and their fundraising goals. While direct mail can be quite costly, it is still among the most cost-effective methods for “spreading the word.”

Increased Effectiveness of Direct Mail
Direct mail marketing is a non-invasive solicitation strategy. It is frequently used by charities and nonprofit organizations to initiate relationships with potential volunteers, activists and donors. Although direct mail is often labeled “junk mail” by some recipients, studies indicate that direct mail marketing is quite effective when used by nonprofit and charitable organizations.

According to data from Vertis, entitled “Customer Focus 2005: Nonprofit Direct Marketing*,” responsiveness to direct mail from charities, nonprofits and fundraising organizations grew between 2002 and 2005. In fact, 59% of the study’s participants responded in some manner – by mail, visiting the sender’s website, visiting the organization’s nearest location in person and/or calling the 800 number listed in the mailing – to direct mail from these organizations in 2005, a much higher percentage than the 38% that responded in 2002. These direct mail recipients typically responded via mail, with the 2005 rate being 9% higher than the 2002 rate. The percentage that responded by visiting the sender’s website also increased, growing from 9% in 2002 to 20% in 2005. In addition to these growths, in-person visits to the nearest organization’s location increased by 8%, and the number of calls to the 800 numbers listed in the mailings increased by 5%.

Studies like the one above truly demonstrate the value of using direct mail marketing when fundraising activities are involved. Therefore, all nonprofits, charities and fundraising organizations should consider making direct mail marketing a part of their fundraising efforts.