Charity Direct Mail: Why Direct Mail Is Fundraising’s Most Effective Method
Expanding a business and increasing profits is not the be-all and end-all of direct mail – it is also a very effective fundraising method for charities, delivering £4 in donations for every £1 spent, and accounting for 79% of all charity donations. This article looks at why charity direct mail provides such strong ROI, with two real-world case studies: one charity that beat its fundraising target by two-thirds, and one that stopped mailing and paid dearly for it.
| Charity Direct Mail Statistic | Figure |
|---|---|
| Fundraising ROI from print | £4 received for every £1 spent |
| Charity donations that come from direct mail | 79% |
| Charity advertising spend on direct mail | 61% – £239m of £394m |
| People who find direct mail more personal than email or the internet | 70% |
| People who would open an email from a non-profit | Only 25% |
Why Does Charity Direct Mail Provide ROI?
In principle, a charity is still a business: charities have to establish a brand, source their data, market themselves and gain new donors just like normal businesses – they simply don’t aim to make a profit from it. That means charities can approach their marketing strategies the same way as any other business, using email, social media and billboards, just with a different message. The figures supporting the success of charities using direct mail are compelling: 70% of people say they find direct mail more personal than emails or the internet, while only 25% of people say they would open an email from a non-profit organisation. Charities know this, which is why they spend 61% of their advertising on direct mail – £239m of £394m – and why a huge 79% of all charity donations come through it.
Case Study 1: The Alzheimer’s Society’s Christmas Campaign
At Christmas 2007, the Alzheimer’s Society launched a direct mail campaign aiming for a 10% response rate and £99,750 raised. By creating an emotive campaign – using a physical pack that an email could never provide, with varied mailings put together to tug on each recipient’s heartstrings – the charity achieved far beyond its expectations:
| Measure | Target | Achieved |
|---|---|---|
| Response rate | 10% | 11% |
| Average donation | Baseline | Nearly 3x the target average |
| Fundraising total | £99,750 | £165,164 |
Case Study 2: What Happened When the American Cancer Society Stopped Mailing
In 2013, the American Cancer Society (ACS) decided to halt all use of direct mail for fundraising – with drastic effects. In a single year, the charity’s acquisition of new donors fell by 11%, donations from new donors dropped by a massive £7m, and the ACS’s income fell £29m in a year, from £572m to £543m. It proves to any charity that direct mail works, and choosing to overlook it can have huge consequences.
Sending Trustworthy Charity Direct Mail
Any direct mail campaign that asks for donations has to be structured responsibly and professionally, and it pays to know what to look for in a direct mail company before you choose one. Here at The Direct Mail Company, we are specialists in charity direct mail with lots of experience running effective fundraising campaigns for charities. If you’re looking for a dependable mailing house to develop your charity direct mail campaign, contact us today at sales@thedirectmailcompany.co.uk or call 0333 038 3797.
Charity Direct Mail: Frequently Asked Questions
Is direct mail effective for charity fundraising?
Yes. Print fundraising returns £4 for every £1 spent, 79% of all charity donations come from direct mail, and charities direct 61% of their advertising budgets to it.
Why does direct mail outperform email for charities?
70% of people find direct mail more personal than email or the internet, while only 25% say they would even open an email from a non-profit organisation.
What happens if a charity stops sending direct mail?
When the American Cancer Society halted direct mail in 2013, new donor acquisition fell 11% and income dropped £29m in a single year – a costly demonstration of the channel’s importance.
What makes a charity mailing successful?
Emotive, varied content that a screen cannot replicate. The Alzheimer’s Society’s Christmas pack beat its response target and raised £165,164 against a £99,750 goal, with average donations nearly three times the target.
Who can run my charity’s direct mail campaign?
The Direct Mail Company specialises in charity direct mail fulfilment, from data and print through to discounted postage. Email sales@thedirectmailcompany.co.uk or call 0333 038 3797.
