Direct Marketing Draws $91.5-Billion

Direct mail, telemarketing, catalogues, and other direct-marketing appeals generated $91.5-billion in revenue for non-profit organizations last year, according to a study released by the Direct Marketing Association.

The study, which analyzed 51 types of companies and non-profit groups, found that direct-marketing proceeds to the four non-profit categories — museums and galleries, membership groups, social-service charities, and educational organizations — made up 7 per cent of the estimated $1.4-trillion in direct-marketing revenue in the United States.

Non-profit organizations saw direct-marketing expenses rise by 7.2 to 11.2 per cent, while their returns grew by 7.6 to 10.5 per cent, the study found.

The study, conducted by the WEFA Group, an economic-forecasting company in Eddystone, Pa., lumped together organizations that have charity status under the federal tax code with other tax-exempt groups.

For a report on the study’s findings about non-profit organizations, contact Marcia Carneiro, Project Planner, Direct Marketing Association, 1120 Avenue of the Americas, New York 10036-6700; (212) 768-7277. The cost is $15.