Direct mail — as fundraisers we all use it, but that doesn’t mean we understand all the ins-and-outs of an effective mailing strategy. If Catholic fundraisers want to make the most of their direct mailing efforts, they must lean into both the statistical and creative sides of direct mail.
Direct mail is not dead. In fact, according to the last Giving USA Study, digital revenue for nonprofits accounted for 8.5 percent, whereas direct mail was about 80 percent. Direct mail works, but charitable organizations need to continue to collect and use data to make informed and responsive decisions. That is why we are excited to offer our newest digital resource — Using the Right Ruler: Measuring Results in Direct Mail.