PRINTER news

Further underlining direct mail's impact to motivate online giving, one in three donors (37 percent) who give online say that, when they receive a direct mail appeal from a charity, they use the charity's Website to give their donation.

The younger the donor, the more likely they are to use a charity's Website to respond to a direct mail appeal. One in two (50 percent) of generation X or Y donors say they give online in response to a direct mail appeal, with one in four (26 percent) of boomers turning to online giving when they want to give as a result of receiving a direct mail appeal.