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Print in the Mix
Use of Direct Mail Drives Online Giving More So Than E-mail Appeals
In a 2010 national Dunham+Co. study conducted by research firm Campbell Rinker, more than twice as many online donors say they were prompted to give an online gift in response to a direct mail appeal compared to when they received an e-mail appeal. The survey found that 14 percent said that a direct mail letter prompted them to give online versus 6 percent who said an e-mail request prompted their online gift.
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.
"The purpose of this study was to try and understand what is driving online giving and how important off-line communication is as the source of increasing income to charity. What we found was quite surprising," said Rick Dunham, president and CEO of Dunham+Co. "Not only is off-line communication important to driving online giving, it is actually much more important a catalyst to generating online gifts than we had anticipated."
One other important finding from the study showed that the power of fundraising through social media is also increasing. Fifteen percent of respondents said their online gift was prompted by being asked to give by someone through a social media site. This is especially important to donors under 40 years of age as 24 percent said this prompted them to give, whereas only 9 percent of donors 40 and over said the same.
To read this Print in the Mix Fast Fact and other print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
Peer Group Meetings Deemed A Big Success
LAS VEGAS—The Next Level Group recently held its fifth annual symposium at The Mirage hotel here. With nearly double the attendance rate from last year, members had the opportunity to present their 2011 business plans to their respective group for the upcoming year.
“The theme this year was 'Making it Happen,'” explains Mike Kind, co-founder of The Next Level Group. "These aren't theoretical discussions. They are real-life strategies with proven outcomes that our members can use to help them solidify and grow their businesses," he adds, noting that 73 percent of the group's established member companies reported net profits in 2010.
Two new national sales account managers for financial services communications have been hired at Cathedral Corp., based in Rome, NY. David Bull and Rick McManimon are now responsible for developing customized solutions geared toward the bank and credit union markets.
The Printing Industries of Ohio and N. Kentucky has named Sue Flottman Steller, president of Flottman Co., Crestview Hills, KY, the recipient of its 2011 Printer of the Year Award. Flottman Steller was recognized for her industry contributions and involvement in the community.
Tom Broadbent has joined Columbus, OH-based Hopkins Printing as a sales consultant. He comes to Hopkins with more than 20 years of professional graphic consulting experience ranging from direct sales to sales management positions.
The Printing Industries Association of Southern California (PIASC) has selected Douglas Rawson, CEO of Superior Lithographics, as the recipient of its Ben Franklin Award. The award was presented at the association's annual Graphics Night on March 26 at the Pacific Palms Resort in the City of Industry, CA.
Proforma announced 11 new companies within its network. New members include: Proforma Peak Opportunities, Colorado Springs, CO; Proforma inspired, Fuquay-Varina, NC; Proforma Onesource Promotions, Clearwater, FL; Proforma Printing In Time, Jeffersonville, IN; Proforma Revolution, Baton Rouge, LA; Proforma Target Your Market Promotional Products, Marietta, GA; Proforma Northeast Marketing, Londonderry, NH; Proforma DMK Marketing Concepts, Knoxville, TN; Proforma S2S Promo, Whistler, BC, Canada; Proforma Midwest Marketing and Promotions, Columbus, OH; and Proforma studioM productions, Sandy Springs, GA.
At Hess Print Solutions, Brimfield, OH, Fred Cooper has been brought on board as CFO. Succeeding William Steckel, Cooper most recently served as CFO of operations at Vertis Communications.
