Looking back over the last year we have really started to see how powerful social media can be. The ‘selfie’ trend really dominated social media campaigns this year with a great response from the public but is it taking over?
Well no….apparently not, perhaps surprisingly to some direct mail is continuing to out preform newer methods, like email and text to donate. It seems that the latest trends are pushing towards going paper free but in reality direct mail is still bringing home the bacon. The reason that direct mail is still top dog is partly because of the audience it appeals to.
The average responder to direct mail is women in their mid 60s. This group of donors continue to be the biggest source of income for a lot of charities. The tools that we already have are tried and tested fundraising methods and they really do work. So although expanding into other channels of fundraising is a natural way of growing as a charity, it’s important not to get swept up in the thrill of the new and forget what we already know as fundraisers.
NTT Fundraising Tales 