WHEN RESPONSES COUNT, MAIL STILL WORKS

After my recent post about the value of direct mail, I happened upon an interesting statistic. The Direct Marketing Association released new research that said 95 percent of nonprofit organizations use direct mail.

Why is that so significant? Most nonprofits operate on razor-thin budgets. They don’t have money to waste. So they have to be very careful about how they invest what they do have. And the fact that 95 percent of them continue to use direct mail as a channel suggests that it continues to carry its own weight.

The study also found that house lists (in other words, lists of prospects you already know) responded to letter-size mailings at an average rate of 3.4 percent.

So as I’ve said before, direct mail isn’t dead. In fact, given the fragmentation of communications channels, it may be especially effective for your organization now.

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