Charity mail – Making the ask

A new survey says fundraising letters from charities are the form of direct mail most likely to get read, DMNews reported Sept. 6.

Among 77 percent of respondents claiming to read at least some direct mail, 55 percent said they read fundraising direct mail, according to phone surveys of 2,000 adults conducted by Webcraft, a division of Vertis Direct Marketing Services in Baltimore.

Among other types of direct mail, entertainment mail was read 50 percent of those responding to the survey, subscription mail was read by 42 percent, book and music club mail by 38 percent, financial mail by 36 percent and automotive mail by 35 percent, DMNews said.

Forty-nine percent of respondents said direct mail was the solicitation method used most often by the charities they support, followed by church, 43 percent; friends and relatives, 37 percent; and telemarketing, telethons, Internet solicitations and infomericials, 14 percent and less.

Eighty-seven percent of survey participants said they contributed to charity in the past year.

For full story, go to DMNews.

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