Online and Offline Donors Get Info in Different Ways

A new survey by A.B. Data and The Mellman Group shows what we've all intuited - online and direct mail donors get their information in DIFFERENT ways. You can read a summary of the survey here.

Most notable: Online donors get their info from EMAIL and WEBSITES while direct mail donors get their info from newspapers, magazine articles, and direct mail.

Also notable: The secondary channel of choice for direct mail donors is ONLINE.

What this means for your organization?

• You've got to match the communication channel with the donor.
• You will not get both kinds of donors unless you engage in BOTH kinds of marketing.

Jocelyn