Direct Mail Still Strongest Prompt for Donations
Dec. 18, 2013 -- According to the latest survey by global research company, YouGov, direct mail is still the strongest tactic for donations, aside from donating to a regularly supported charity. Social media is beginning to be a significant motivator for younger Americans.
The November 2013 survey of over 1,150 U.S adults, finds:
DIRECT MAIL SOLICITATIONS
- One-fifth (21%) of respondents cited direct mail solicitations as the prompt for their most recent gift.
- Mail arriving in the home is particularly successful with those over age 55; 25% of those 55+ made their last gift in response to direct mail compared to 14% of 18-34 year olds.
- Lower income households also respond strongly to direct mail with 29% of those earning $40k or less responding to direct mail for their last donation, compared to 18% of those earning $80k+.
MASS MEDIA SOLICITATIONS
- More than one in 10 (12%) report being prompted for their last gift by something they heard about on the radio, on TV or in print. It seems a stronger prompt for men (14%) than women (10%).
- One in 5 (21%) of those who have supported a crisis or disaster related charity in the last 12 months were motivated by mass media for their last charitable gift.
- Lower income givers are also swayed with the media with 17% of their last gift being prompted by information they heard or saw in the media.
SOCIAL MEDIA SOLICITATIONS
- Although social media has yet to take off as a major prompt, with only 6% of adults responding to Facebook or Twitter for their last gift, social media has become a motivator for 18—34 year olds.
- 11% of the younger demographic responded to social media for their last donation, compared to only 3% of those 55+.
- Social media appears to have a higher response rate for low-income households (11%).
- Email prompted 10% of respondents to make their last gift.
- Those over 55 (12%) are slightly more likely to respond to email than younger responders (9%).
About: Total sample size was 1,157 adults. Fieldwork was undertaken November 22-25, 2013. The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).
Source: YouGov, YouGov Giving Report 2013, December 12, 2013