Are you wondering how direct mail fared in the second year of the pandemic? Are you looking for reliable, Canadian-made direct mail metrics to benchmark against?
Well look no further than the 2022 Canadian Direct Mail Benchmarks Report. It’s ready for your viewing pleasure, and you can download it right now (for free!)
It’s been four years since we first embarked on this benchmarks project and each year it just gets bigger and better. Its success is almost entirely due to the incredible Canadian fundraisers who take time out of their busy schedules to provide us with their charity’s direct mail data each year. Whether working from a small, local shop or a larger, national organization, these fundraisers have given us all the chance to really dig deep into direct mail performance and trends in Canada.
WHAT YOU’LL FIND INSIDE
We’ve upped the ante in this year’s report with a total of six additional benchmarks for you to explore, including a new benchmark for lapsed donor reactivation. (Spoiler alert: it’s 11.2%!)
In addition to the regular House and Acquisition-related benchmarks you’ve seen in previous reports, many of our participants also provided us with “other channel” data this year, with results from donors who respond to direct mail through another channel—such as email or telemarketing.
So if you’re an organization that includes other channel results in your direct mail reporting, we have a slew of new benchmarks that you’re going to want to look at—like the average cross-channel response rate and average gift!
(SOME OF) THE HIGHLIGHTS
You’ll have to download the report to get the full scoop, but I’ll give you sneak peak of some of the highlights:
- Response and renewal rates are down from the COVID bump of 2020—but not as much as you might think!
- Average gift amounts for House donors grew a whopping 11% over 2020.
- Direct mail fundraisers are getting more bang for their buck in 2021. The cost per dollar raised amongst House donors was just $0.15 – and the cost to acquire a new donor is also down from the year prior!
- 2.7% of direct mail donors responded to mail through other channels (we looked at email, website, social media and telephone in this report).
If you’re looking for more insights and a deeper dive into the report, I invite you sign up for our webinar on the subject taking place on Thursday, June 2 at 1pm EDT.
What are you waiting for? Don’t delay and download the report now!
We hope you enjoy it as much as we enjoy putting it together for you! And if you have questions—or want to participate in next year’s report—please send me a note!