WordPress Websites for Engineers: Elevate Your Brand
FRDNY 2010: Is Direct Mail Dead? Or Does it Just Need a Faster Internet Connection?
1. Is Direct Mail Dead?
Or Does it Just Need a Faster
Internet Connection?
June 11, 2010
Presented by:
Kathy Swayze, CFRE, President & Creative Director,
Impact Communications
David Hughes, Account Director, SankyNet
June 11, 2010
2. Initial Thoughts…
“At its heart direct mail fundraising is
not about direct mail. It’s about one individual
writing to another to describe an issue
or cause they both care passionately about...
there’s no sign whatsoever that this is about
to change any time soon.”
(source: http://www.kenburnett.com/BlogIsdirectmaildead.html )
June 11, 2010
3. Question…
How many have had a board member
ask this question?
Can’t we just raise money
online and eliminate
all these postage and
printing costs?
June 11, 2010
5. Demographics
• Mail (79%) vast
majority of income
• Online growing (9%),
with higher average
gift: $74 vs. $40
Source: Target Analytics
June 11, 2010
6. Demographics
• Online: 35-64 years old
• Mail: 65+ years
• Median Online: 50s
• Higher household income online
Source: Target Analytics
June 11, 2010
13. Email Appending
• Re-activate lapsed
DM donors
• Coordinate
messaging with
active DM donors
• 15%-20% match rate
• Data overlay
information (age,
income, children, etc.)
June 11, 2010