ROI on Direct Mailing - Is it worth it?

According to the latest survey by global research company, YouGov, direct mail is still the strongest tactic for donations, aside from donating to a regularly supported charity.  

The November 2013 survey of over 1,150 U.S adults, finds:


DIRECT MAIL SOLICITATIONS
One-fifth (21%) of respondents cited direct mail solicitations as the prompt for their most recent gift.

Mail arriving in the home is particularly successful with those over age 55; 25% of those 55+ made their last gift in response to direct mail compared to 14% of 18-34 year olds.

Lower income households also respond strongly to direct mail with 29% of those earning $40k or less responding to direct mail for their last donation, compared to 18% of those earning $80k+.  


MASS MEDIA SOLICITATIONS
More than one in 10 (12%) report being prompted for their last gift by something they heard about on the radio, on TV or in print.  It seems a stronger prompt for men (14%) than women (10%). 

One in 5 (21%) of those who have supported a crisis or disaster related charity in the last 12 months were motivated by mass media for their last charitable gift.

SOCIAL MEDIA SOLICITATIONS
Although social media has yet to take off as a major prompt, with only 6% of adults responding to Facebook or Twitter for their last gift, social media has become a motivator for 18—34 year olds. 

11% of the younger demographic responded to social media for their last donation, compared to only 3% of those 55+.   

About: Total sample size was 1,157 adults. Fieldwork was undertaken November 22-25, 2013.  The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).

Source: YouGov, YouGov Giving Report 2013, December 12, 2013