Direct mail is still the strongest prompt for donations

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From PR Newswire

According to the latest survey by global research company, YouGov, direct mail is still the strongest prompt for donations, aside from donating to a regularly supported charity. Social media is beginning to be a significant motivator for younger Americans.

21% of Americans cited direct mail solicitations as the prompt for their most recent gift. The medium is particularly successful with the over 55s; 25% of over 55s made their last gift in response to direct mail compared to only 14% of 18-34 year olds. Lower income households also respond strongly to direct marketing with 29% of those earning $40k or less responding to direct mail for their last donation, compared to only 18% of those earning $80k+. The media plays an important role with 12% being prompted for their last gift by something they heard about in the media. It seems a stronger prompt for men (14%) than women (10%) and is a particularly strong motivator for Hispanics (18%).

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