Infographic: The Direct Mail Paradox and How You Are Losing Donors
How many emails do you receive—and delete—on a daily basis? Utilizing direct mail fundraising is an effective way to circumvent the crowded, spam-filled inbox. But just because you send direct mail out doesn’t mean that’s the way the donations will come in. (We do live in a digital world, after all.) In fact, 35 percent of donors—50 percent of Millennials and Gen Xers, 26 percent of Boomers and 14 percent of the Greatest generation—say they prefer to respond to direct mail by giving online, according to “The Direct Mail Paradox and How You Are Losing Donors,” an infographic from MobileCause.
So, what does this mean? Well, if you aren’t providing an easy online donation experience, you’re losing donors of all ages.
The infographic also provides other major takeaways on why you should focus on providing an easier online experience:
- With 51 percent of website traffic now through mobile devices, online giving must be turned into an easy, minimal-clicks process—and landing pages must be mobile-responsive.
- Donors are 50 percent more likely to respond to direct mail if they receive messages that reinforce the call-to-action across multiple channels.
- When landing pages reinforce the intention of the gift, people donate 38 percent more—and are 66 percent more likely to donate again.
If your organization is one of the many that requires more than two clicks to make a gift, doesn’t have a mobile-friendly donation page or doesn’t offer social sharing, it’s time to take a look at how to capture these missing donors’ attentions and donations.
The infographic provides the top five ways to make your online donation process easier and collect more donations from direct mail. Additional tips are also included, like using direct mail to build your database of emails and mobile numbers, and using campaign-specific landing pages for A/B testing to measure views, clicks, conversions, shares and donations.
Download the full infographic here.
Allison Ebner is content editor for Promo Marketing, NonProfit PRO and Print+Promo. Reference any animated movie, "Harry Potter" character or '80s band and you'll become fast friends.