Direct Mail Key to Nonprofit Donor Retention Research Finds

“The Internet is becoming an increasingly important acquisition channel but has not proven to be as effective for retention,” said Rob Harris, Target Analytics’ director of analytic products and a co-author of the study. “It is the ability of online-acquired donors to use another channel—that is, to start giving through direct mail—that significantly boosts the long-term value of this group of donors. The most successful organizations have integrated online and offline marketing teams and CRM systems to develop effective multichannel communication strategies that can maximize donor value.”