Senior Manager, Donor Acquisitions Feeding America National Organization
Donors don’t reach a certain age and suddenly decide to start writing checks. In fact, more and more donors are shifting their giving behavior online. Does that mean direct mail is becoming less relevant? Not at all. But it is evolving. While primarily a direct response vehicle with some online influence today, over time it will likely drive more online giving than postal returns.
Come and explore with us some current trends with direct mail as it continues to drive an increase in giving online particularly among younger supporters.
You’ll hear how Feeding America, THD, and Audience First have partnered to implement strategies to acquire new donors by targeting younger and more diverse audiences through direct mail and measure their online giving impact, as well as how multi-channel analysis uncovers additional value that might not be showing up on your BVA.
Learning Objectives:
Recognize current trends with direct mail cross-channel giving and shifting audiences
Apply strategies to acquire new donors by targeting younger audiences that give online through the mail, through digital co-targeting, and by prioritizing digital calls to action
Use multi-channel analysis to uncover additional value from direct mail acquisition that might not be showing up
on your BVA!