Direct Mail Ain't What It Used To Be

It’s true. We know it’s true and we keep finding new statistics to it’s true. Direct mail appeals just don’t raise as much money as they used to.

Last week The Chronicle of Philanthropy reported on the results of a new survey on direct mail by the Target Analysis Group. In short, they found that organizations recruited an average of 6.2% fewer donors in the first three quarters of 2007, on top of a 10% decline in new donors in 2006. Plus, the people making gifts also declined by an average of 1.4%.

As direct mail continues to fail as a foolproof fundraising strategy, the internet continues its rise as an alternative means of generating those same donations. And that doesn’t mean just overwhelming donors with email soliciations until they can’t say no. As Seth Godin writes “It’s super easy to ignore a direct-mail solicitation when all you have to do is hit delete and no one notices. The big win is in turning donors into patrons and activists and participants.” Mr. Godin goes on to say that “the internet allows some organizations to embrace long-distance involvement… not through some simple hand waving, but by reorganizing around the idea of engagement online.”

We can’t help but agree that getting your donors not just interested, but involved for the long haul is a winning solution to fundraising and beyond. Empower your staff with blogs, let your patrons make comments and establish social networks they can join. Take some time to look at your audience and figure out the most appropriate ways to get them more engaged on- and offline. Because the more ways they can become invested, the more everyone has to gain.