Direct Mail Fights Back
The USPS and Temple University performed a study on how consumers process physical ads (direct mail postcards) versus digital ads. The results show that while digital ads were processed more quickly, the physical mail created a longer lasting impression by eliciting a stronger emotional response and being more memorable.
However it’s important to remember that this is not a case of either/or. While this study helps reinforce that Direct Mail remains a critical ingredient in an organization’s fundraising mix, that doesn’t diminish the importance of email, social media, events, mobile, video, etc…Quality content and a balanced mix of delivery methods are the keys.
Click below for more information on this from our friends at The Agitator, one of the best fundraising blogs around.