Fundraising Sees Growth as Overall Mail Volume Decreases
In the last 10 years, more than 106,000 direct mail offers were received by Who's Mailing What! Before the Great Recession, WMW! averaged 12,600 offers a year (2004-2008), but since 2009, the annual volume has decreased to an average of 8,720.
This decrease in mail volume also can be attributed to increases in printing and postage costs. Another factor is marketers are spending more money with email, social media and paid/organic search marketing, according to responders to Target Marketing's "2014 Media Usage Survey."
The most noticeable difference came during 2008 and 2009. In 2008, WMW! received 11,308 offers, 3,311 (29.3 percent) of which were catalogs. However, in 2009 the volume dropped to 8,598 and 1,994 (23.2 percent) were catalogs. The WMW! archive received 8,736 offers in 2013, 8,190 in 2012, 9,188 in 2011 and 8,892 in 2010.
Although annual volume has decreased during the last 10 years, the number of fundraising offers has not. In 2008 and 2009, WMW! logged about 1,750 fundraising offers annually. In more recent years, it received 1,929 (2013), 2,102 (2012) and 2,169 (2011) fundraising offers.
Cheryl Cagle is research analyst/database editor for Direct Marketing IQ, the home of direct marketing research, and Who's Mailing What! Reach her at firstname.lastname@example.org.