Philanthropists are more likely to donate after receiving print materials
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Nonprofits can reach consumers through direct mail.
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9/02/10
While many nonprofits are adopting web-based platforms to reach prospective donors, recent research from delivery company TNT indicates organizations may be more successful by printing and mailing materials.
According to the report, one-third of people who make donations are prompted by print materials, such as color brochures or fliers, they receive through the mail. Additionally, they respond to direct mail inquiries via postal services, which makes self-addressed envelopes extremely important.
While using myriad communication channels to reach prospective donors may be an organization's best bet for generating funds, print materials are key marketing tools. "This survey shows that direct mail or door-drops, both on their own or part of a multimedia strategy, continue to deliver results," Third Sector quotes Nick Wells, CEO of TNT, as saying.
Though TNT specializes in delivering goods in the UK, many American charities have observed similar effects. For example, South Dakota-based St. Joseph's Indian School has traditionally relied on print materials to acquire the majority of its funding, the Herald Net reports. 
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