Why Direct Mail Fundraising Continues to Flourish in the US, Canada, and Beyond!

Here’s a secret we don’t want our friendly competitors in the digital space to realize: direct mail fundraising is not just surviving, it’s flourishing. 

In fact we routinely hear from prospective clients who tell us they shut down their direct mail programs to go “all digital.” Once they’ve realized the negative impact such a decision has on cash flow, we’re often brought in to help revive their mail program.

Direct Mail’s effectiveness has been observed across countries, particularly in the United States and Canada. Let's take a look at the evidence underscoring the ongoing vitality and efficiency of this traditional fundraising channel.

Direct Mail: The Undying Appeal 

Even as digital communications evolve, direct mail maintains its allure for several key reasons:

1. The Tangible Connection: A physical piece of mail offers a tangible connection that digital communication simply can't replicate.

2. Less Digital Noise: With the saturation of digital platforms, 'digital fatigue' can set in. In contrast, direct mail can stand out and often has a longer lifespan than a fleeting email or social media ad.

3. Highly Personalized: With advances in variable data printing, today's direct mail can be highly personalized, making each piece unique to the recipient, thereby increasing engagement.

   
   

Impressive Stats from the US and Canada

Several studies from the United States and Canada highlight the ongoing effectiveness of direct mail fundraising:

1. Better Response Rates: According to the DMA's 2020 Response Rate Report, direct mail response rates average 4.9% for prospect lists and 9% for house lists, significantly higher than digital channels. Similarly, a study by Canada Post found that 74% of Canadian consumers notice advertising in direct mail.

2. Wide Reach: Data from the USPS Household Diary Study (2019) shows that 81% of Americans read or scan their mail daily. Meanwhile, Canada Post reports that 95% of Canadians read their mail the same day it arrives.

   
   

3. Generous Donations: A study by the Nonprofit Marketing Guide found that donors acquired through direct mail in the US tend to give significantly larger gifts and continue giving longer than those acquired online. In Canada, the AFP found that Canadians who donate through direct mail give 35% more than those who donate online.

4. Engages All Ages: USPS data shows that direct mail is effective across all age groups, with 47% of millennials appreciating personalized direct mail. A Canada Post report found that 86% of Canadian millennials have engaged with direct mail.

   
   

5. Supports Multi-Channel Campaigns: Direct mail can effectively work in synergy with digital channels. A Canada Post study found that integrating direct mail with digital ads resulted in a 39% increment in consumer attention. 

   
   

The dynamic landscape of fundraising clearly shows that direct mail is far from becoming obsolete. It continues to be a potent tool that nonprofits can leverage to connect with donors and motivate action.

Let us help you supercharge – or breathe new lift into – your direct mail program. Learn more at www.thebowiegroup.ca!