Online donors have letter boxes too
It gives a few more insights in to how charities are integrating email and postal communications.
One of our most surprising findings was that relatively few of the charities we surveyed put a thank you letter in the post in response to an online gift.
Just 5% of British charities did. American charities came next at a little over 20%. Canadians were better at 40%, whilst Australian charities provided over half of online donors with a 'real' thank you.
And when it came to subsequent appeals, things weren't much better.
As you'll see from this chart (showing results just from the UK), emails were often flying thick and fast – though not in all cases. But what surprised me most was that many charities didn't send out any postal appeals in the six to seven months following receipt of an online gift (purple columns).
A number of people questioned this point in our session, asking whether it was appropriate to mail someone who had chosen to given online. And luckily we included a few recent studies on online giving that surprised a few people and demonstrated, once again, that DM is still alive and kicking.
The first is a piece of US research from last year that found that 14% of online donors gave an online donation in response to a mailing pack, whereas just 6% gave in response to an email.
And when it comes to preference, you'll see below that over a third of those surveyed were happiest using a charity website to give to DM appeals.
TNT found UK donors had similar attitudes in a study they also undertook in 2010. You can read more on this survey here.
I'll ensure that we have the complete presentation of the mystery shopping survey up soon.