Would you agree there is a very strong correlation between religion and giving? Think about that for a moment:
Where religion appears more important in a person’s life, there’s a greater likelihood to give, and to give more.
And among the above group, direct mail is the primary giving medium.
Additionally, age, education, and income correlate directly to giving.
Here at Rescigno’s, we’ve studied these “correlations” for quite some time, especially when it comes to
1- What helps bring in the first gift? Interestingly, it seems to be internet research and not simply research from an organization’s website.
2- What helps bring in the second gift? Three factors to consider here:
*the specific mission of the organization to the donor or prospect;
*impactfully explaining the difference the individual’s gift made; and
*direct information about what the gift accomplished.
3-What it takes to be a “favorite” organization – “Trustworthiness” seems to be the #1 factor—earned as a result of perceived financial efficiency.