Merkle report offers nonprofits good news

There's been a lot of talk that non-profit organizations are facing a double whammy in 2008 of poor economic conditions coupled with the fact that this is a presidential election year. What these factors are supposed to add up to is less giving by donors, but according to new research from Merkle Inc., the election may not be a factor after all.

Merkle examined the similarities and differences between donors who give to presidential campaigns and non-profit organizations and found that political campaign donors are typically younger, more likely to be male and have higher incomes. Nonprofit donors, on the other hand, are typically older, are more likely to be female, and are located throughout the country. Political donors tend to be located in the Northeast.

Merkle also found that political elections have no noticeable impact on charitable contributions and that both political fundraising levels and charitable giving continue to grow.

Merkle reviewed historical direct mail performance data from large national nonprofits from various sectors and compared it with political contribution data obtained from the Federal Election Commission for the report, Measuring the Impact of Political Fundraising on Nonprofit Direct Mail Performance.
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Latest Jobs:


Company of the Week


As the leading source for direct marketing youth data, ASL Marketing connects your brand to consumers with extensive and unparalleled industry expertise in data content, aggregation and analytics of the youth, young adult and student demographics. We provide access to the most comprehensive, response driven youth database available - over 175 million active high school, college and young adult consumers and their parents. We offer custom solutions devised to meet your specific target and goal. Our data customization allows you to pinpoint your audience by selecting by age, ethnicity, grad year, etc... Our clients range across all industries including Financial Services, Technology, Health & Beauty, Retail, Educational Services, Recruitment, and more.


Featured Listings

ASL Marketing

ASL Marketing

As the leading source for direct marketing youth data, ASL Marketing connects your ...