Direct Mail Ranks #1 Among Alumni for Info and Solicitations

Direct Marketing

October 1, 2009 - New research from Pitney Bowes Inc. finds that print direct mail is the key for colleges and universities trying to engage and inform alumni and obtain donations   Commissioned by Pitney Bowes, the polling firm International Communications Research surveyed approximately 1,100 U.S. college graduates and post-graduate school respondents about their preferences for receiving information from the school they attended. Results:
 

• Alumni have a strong preference for direct mail (54%) versus e-mail (23%) as a communications channel when it comes to being contacted about gifts and donations by their college or university. Only 5% of graduates chose the phone and 1% of respondents chose social networking sites.

 

• Alumni are less likely to discard or ignore direct mail (27%) when it comes to messages about fundraising and donations from their college or university versus phone (38 %), social networking sites (34 %), and e-mail (30 %).

 

• The survey also asked respondents how many times they have made a gift to their college or university since graduating. Six of 10 (59%) of alumni said they have made a contribution.

 

• Alumni also prefer print mail to receive correspondence, news and other communications from their school -- 57% of respondents prefer mail versus 31% by e-mail and only 3% via social networking sites.  
  
   

Source: WhatTheyThink, Mail ranks #1 among Alumni for information, October 1, 2009.