Are more people giving online in response to direct mail than in previous years?
This experiment looked at the shift in donor behavior: Did more people respond online after receiving a fundraising mailing? Using match-back analysis, the study tracked donations from individuals initially targeted with a direct mail piece who responded online.
Setup and Timeframe
We reviewed direct mail acquisition mailings sent between calendar years 2021 and 2023. The analysis examined all clients who ran direct mail acquisition in this timeframe. Matchback analysis was based on last names and addresses as the identifiers between the mail file and the online gift. Only new donors who gave their first online gift within 90 days of receiving the acquisition mailing were counted.
Results
- We saw increases year over year in the number of new online donors who had received a direct mail acquisition campaign within the last 90 days.
Key Learnings and Recommendations
- Indirect attribution is becoming increasingly necessary. Response rates to direct mail acquisition and the effectiveness of the impact are likely underreported if no indirect matchback is acknowledged.
- Enhance Direct Mail by incorporating digital elements in mail pieces to make giving online easier. If adding QR codes, make sure the landing page and giving options are not just mobile friendly but mobile first.
