Americans are in a giving mood, judging by the results of a new study from Vertis.
Roughly 59% of those surveyed have responded to direct mail from charities or nonprofit groups last year, a 6% increase over 2003. And the most admirable people are those from Generation Y (1977-94), 73% of whom responded to a fundraising solicitation.
In contrast, 63% of all Gen Xers (1965-76) and an equal percentage of younger baby boomers (1956-64) responded. The percentage falls to 44% among seniors born in 1929 or prior.
The survey also found that middle-aged women are the most generous, and that they are getting more so. Compared with 59% in 2003, 71% of all women aged 45-49 said they read charity/fundraising mail. That figure falls to 62% for women in the 18-34 age category, but it still marks a 3% increase over 2003. Meanwhile, 61% of all females with children said they read charitable direct mail, up from 55% in 2003.
And how to they respond?
Of those who responded by mail, 68% said they contributed to health-related organizations. Those who visited a nonprofit Web site were more likely to have contributed to a food- or hunger-related cause. And 58% of those who responded via an 800 number contributed to a children’s organization.
“With so many charitable institutions needing the support, it is imperative that organizations identify an effective method of communicating with their target audience,” said Therese Mulvey, vice president, marketing research at Vertis, in a statement. “Based on the readership increase among adults, it is important for these organizations to understand which group is most likely to respond to their messages as they target new and existing donors.”
Vertis surveyed 2000 adults in August and September of 2004.
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