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</li></ul></div></nav></div> </div>  </div> <div class="header_bg"></div>  </header> <div id='main' class='all_colors' data-scroll-offset='0'> <div class='container_wrap container_wrap_first main_color sidebar_right'> <div class='container template-blog template-single-blog '> <main class='content units av-content-small alpha av-blog-meta-comments-disabled av-blog-meta-date-disabled' role="main" itemscope="itemscope" itemtype="https://schema.org/Blog" > <article class="post-entry post-entry-type-standard post-entry-10673 post-loop-1 post-parity-odd post-entry-last single-big with-slider post-10673 post type-post status-publish format-standard has-post-thumbnail hentry category-article tag-creative-marketing-for-fundraisers tag-direct-mail tag-direct-marketing tag-email-marketing tag-nonprofit-communications tag-nonprofit-mail tag-trends" itemscope="itemscope" itemtype="https://schema.org/BlogPosting" itemprop="blogPost" ><div class="blog-meta"></div><div class='entry-content-wrapper clearfix standard-content'><header class="entry-content-header"><div class="av-heading-wrapper"><span class="blog-categories minor-meta"><a href="https://www.bcgconnect.com/category/article/" rel="tag">Article</a></span><h1 class='post-title entry-title ' itemprop="headline" >5 Statistics to guide your direct marketing planning<span class="post-format-icon minor-meta"></span></h1></div></header><span class="av-vertical-delimiter"></span><div class="big-preview single-big" itemprop="image" itemscope="itemscope" itemtype="https://schema.org/ImageObject" ><a href="https://www.bcgconnect.com/wp-content/uploads/Statistics-blog.png" data-srcset="https://www.bcgconnect.com/wp-content/uploads/Statistics-blog.png 750w, https://www.bcgconnect.com/wp-content/uploads/Statistics-blog-300x200.png 300w, https://www.bcgconnect.com/wp-content/uploads/Statistics-blog-150x100.png 150w, https://www.bcgconnect.com/wp-content/uploads/Statistics-blog-50x33.png 50w, https://www.bcgconnect.com/wp-content/uploads/Statistics-blog-75x50.png 75w, https://www.bcgconnect.com/wp-content/uploads/Statistics-blog-705x470.png 705w, https://www.bcgconnect.com/wp-content/uploads/Statistics-blog-610x407.png 610w" data-sizes="(max-width: 750px) 100vw, 750px" title="Statistics" ><img width="750" height="321" src="https://www.bcgconnect.com/wp-content/uploads/Statistics-blog-750x321.png" class="wp-image-10674 avia-img-lazy-loading-10674 attachment-entry_with_sidebar size-entry_with_sidebar wp-post-image" alt="Direct Mail statistics" decoding="async" fetchpriority="high" /></a></div><div class="entry-content" itemprop="text" ><p dir="auto">Maybe a list of direct mail statistics is all you’re looking for. But wouldn’t it help to have the reasoning behind the statistics, too?</p> <p dir="auto">First, direct mail marketing is an old school marketing technique that has been around for decades and it is still one of the most effective ways to reach out to your donors.</p> <p dir="auto">So why are you still having to defend the use of direct mail to your director or board? Below, we’ve listed the top 5 direct mail statistics that will support your direct marketing strategy for your nonprofit.</p> <h2 dir="auto"><a href="https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic.png"><img decoding="async" class="alignleft wp-image-10675 size-large" src="https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-412x1030.png" alt="Direct Mail Statistics Infographic" width="412" height="1030" srcset="https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-412x1030.png 412w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-120x300.png 120w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-768x1920.png 768w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-40x100.png 40w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-20x50.png 20w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-30x75.png 30w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-614x1536.png 614w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-600x1500.png 600w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-282x705.png 282w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic-610x1525.png 610w, https://www.bcgconnect.com/wp-content/uploads/Direct-Mail-Statistics-Infographic.png 800w" sizes="(max-width: 412px) 100vw, 412px" /></a>Statistics That Defend The Need For Direct Mail</h2> <h3 dir="auto">1. 42.2% of direct mail recipients either read or scan the mail they get.</h3> <p dir="auto">The primary goal of direct mail is to get the recipient’s attention and convince them they are the hero of the story – impacting your organization with their gift. This type of communication is simply too powerful to ignore. How you approach the content depends on telling a compelling story through pictures and words.</p> <h3 dir="auto">2. Direct mail requires 21% less cognitive effort to process than email.</h3> <p dir="auto">As a physical object, direct mail allows the person to interact with the mail in order to read the message. It elicits a 20% motivation to respond. Our attention is far more in tune with direct mail than an email.</p> <h3 dir="auto">3. Donors are 3X more likely to give online in response to a direct mail appeal than an email, according to <a href="https://go.mobilecause.com/direct-mail-fundraising-infographic-18" target="_blank" rel="noopener noreferrer nofollow">MobileCause</a>.</h3> <p dir="auto">While email is a viable communication tactic for nonprofits, it’s the mighty direct mail piece that enables action. <a href="https://www.forbes.com/sites/forbesagencycouncil/2016/06/01/how-to-deliver-a-one-two-punch-combining-direct-mail-with-digital-marketing-tactics/2/#38566322717f" target="_blank" rel="noopener noreferrer nofollow">Research </a>shows that when you combine direct mail with email communications, the <a href="https://www.bcgconnect.com/increase-donations-using-email-and-direct-mail-together/" target="_blank" rel="noopener noreferrer nofollow">response rate is 25% higher</a>.</p> <h3 dir="auto">4. 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want.</h3> <p dir="auto">The way you communicate with your donors has changed, and so has the way they want to be communicated with. This is because donors have more demands on them and are busy than ever before. A direct mail piece provides a break from the digital world that inundates them.</p> <h3 dir="auto">5. Up to 90% of direct mail gets opened, compared to only 20-30% of emails.</h3> <p dir="auto">Direct mail is an effective marketing channel that has a higher response rate than email.</p> <p dir="auto">A study by the Direct Marketing Association found that the average response rate for direct mail is around 3.35%, whereas email’s average response rate is only 0.1%.</p> <h2 dir="auto">Here To Stay</h2> <p dir="auto">There are many people in the US who <a href="https://www.bcgconnect.com/nonprofit-direct-mail-marketing-by-generation/" target="_blank" rel="noopener noreferrer nofollow">enjoy checking the mailbox</a>. In fact, four in ten Americans of all 20 and over enjoy this activity. Not only do we look forward to receiving a piece of mail, but we hold on to it for a long time. In an average household, we usually discard mail after 17 days.</p> <p dir="auto">Therefore, direct mail marketing is alive and well! With so many digital channels competing for attention, direct mail is a smart way to get your message across. We live in a digital world, but that doesn’t mean there is any less demand for physical products. As the amount of spam mail and junk posts has increased, we have encountered a huge rise in paper mail!</p> <h2 dir="auto">A Greater Sense of Urgency</h2> <p dir="auto">Donors prefer reading direct mail because it’s more personal and supports the relationship between you and the donor.</p> <p dir="auto"><strong>Ok, here are some more statistics that support direct mail.</strong></p> <p dir="auto">Based on USPS research, 55% of people said they “look forward” to opening their mailbox, and 56% stated that they find receiving and reading mail enjoyable.</p> <p dir="auto">People who see print marketing are more likely to trust it than other channels. This is because of <strong>print’s high credibility rate</strong>: 56% of customers find it to be the most trustworthy type of communication. Trust is important to consider when you ask donors to contribute to your organization or institution.</p> <p dir="auto">Direct mail is more cost-effective than other methods, because it enables you to personalize your appeal. Direct mail also drives higher response rates and is a lot more fun!</p> <p dir="auto">Could a more creative approach to personalized direct mail improve your organization’s fundraising programs? <a href="https://www.bcgconnect.com/contact/">Click here</a> to start the conversation about how we might be able to help.</p> </div><span class="post-meta-infos"><span class="blog-author minor-meta">by <span class="entry-author-link" itemprop="author" ><span class="author"><span class="fn"><a href="https://www.bcgconnect.com/author/kdavis/" title="Posts by Kelsey Davis" rel="author">Kelsey Davis</a></span></span></span></span></span><footer class="entry-footer"><span class="blog-tags minor-meta"><strong>Tags:</strong><span> <a href="https://www.bcgconnect.com/tag/creative-marketing-for-fundraisers/" rel="tag">creative marketing for fundraisers</a>, <a href="https://www.bcgconnect.com/tag/direct-mail/" rel="tag">direct mail</a>, <a href="https://www.bcgconnect.com/tag/direct-marketing/" rel="tag">direct marketing</a>, <a href="https://www.bcgconnect.com/tag/email-marketing/" rel="tag">email marketing</a>, <a href="https://www.bcgconnect.com/tag/nonprofit-communications/" rel="tag">nonprofit communications</a>, <a href="https://www.bcgconnect.com/tag/nonprofit-mail/" rel="tag">nonprofit mail</a>, <a href="https://www.bcgconnect.com/tag/trends/" rel="tag">trends</a></span></span><div class='av-social-sharing-box av-social-sharing-box-default av-social-sharing-box-fullwidth'><div class="av-share-box"><h5 class='av-share-link-description av-no-toc '>Share this entry</h5><ul class="av-share-box-list noLightbox"><li class='av-share-link av-social-link-facebook' ><a target="_blank" aria-label="Share on Facebook" href='https://www.facebook.com/sharer.php?u=https://www.bcgconnect.com/direct-mail-statistics/&t=5%20Statistics%20to%20guide%20your%20direct%20marketing%20planning' aria-hidden='false' data-av_icon='' data-av_iconfont='entypo-fontello' title='' 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class='post_delimiter'></div></div><div class="post_author_timeline"></div><span class='hidden'> <span class='av-structured-data' itemprop="image" itemscope="itemscope" itemtype="https://schema.org/ImageObject" > <span itemprop='url'>https://www.bcgconnect.com/wp-content/uploads/Statistics-blog.png</span> <span itemprop='height'>500</span> <span itemprop='width'>750</span> </span> <span class='av-structured-data' itemprop="publisher" itemtype="https://schema.org/Organization" itemscope="itemscope" > <span itemprop='name'>Kelsey Davis</span> <span itemprop='logo' itemscope itemtype='https://schema.org/ImageObject'> <span itemprop='url'>https://www.bcgconnect.com/wp-content/uploads/2023-BCG-Creative-Marketing-horz-01-300x108.png</span> </span> </span><span class='av-structured-data' itemprop="author" itemscope="itemscope" itemtype="https://schema.org/Person" ><span itemprop='name'>Kelsey Davis</span></span><span class='av-structured-data' itemprop="datePublished" datetime="2022-08-01T15:26:04-04:00" >2022-08-01 15:26:04</span><span class='av-structured-data' itemprop="dateModified" itemtype="https://schema.org/dateModified" >2024-06-04 15:54:12</span><span class='av-structured-data' itemprop="mainEntityOfPage" itemtype="https://schema.org/mainEntityOfPage" ><span itemprop='name'>5 Statistics to guide your direct marketing planning</span></span></span></article><div class='single-big'></div><div class='related_posts clearfix av-related-style-tooltip'><h5 class="related_title">You might also like</h5><div class="related_entries_container"><div class='av_one_eighth no_margin alpha relThumb relThumb1 relThumbOdd post-format-standard related_column'><a href='https://www.bcgconnect.com/boost-alumni-participation-raise-money-quickly/' class='relThumWrap noLightbox' title='Boost Alumni Participation and Raise Money – Quickly'><span class='related_image_wrap' data-avia-related-tooltip="Boost Alumni Participation and Raise Money – Quickly"><img 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