October 31, 2010 | Read Time: 1 minute
Fourteen percent of donors who gave at least $20 to charity in the previous year said that they had received a direct-mail appeal and decided to go online to give, a new study has found. By contrast, only 6 percent of donors said an e-mail appeal moved them to give online.
The study of more than 500 donors, conducted by the research firm Campbell Rinker, found that 37 percent of donors who give online said that when they receive a direct-mail appeal from a charity, they use that group’s Web site to make their gift—rather than sending a check.
The study also found that young people were more likely to give online in response to direct mail than older donors: Half of the donors from age 18 to 47 said they gave online in response to direct-mail appeals. Just 26 percent of baby boomers (ages 47 to 65) and 14 percent of people over 65, said the same.
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