While I don’t always agree with everything they say (more on that in a moment), I love the clarity with which MobileCause communicates. And forgive the truism: clear communications starts with clear thinking.

MobileCause often communicates via infographics. One that recently caught my attention is titled: The Direct Mail Paradox and how you are losing donors. What fundraiser could resist a headline like that?

These guys are mobile fundraising zealots, and so I expected their infographic would trash direct mail. And indeed they started a bit on that note, with this observation:

“For most people, direct mail is annoying (BTW, this is the only statement in the infographic that’s NOT backed up with some data. I happen to think more and more people are enjoying getting letters … it’s getting cool again.) They continued: “However, it works.”

Hmmm. A back-handed compliment? ‘Why does it work?’ I wondered next. The MobileCause answer:

“Direct mail drives people to make digital donation…”

That’s the perspective of someone who’s hawking digital stuff (and I don’t quarrel with the hawking).

But my perspective would be: Direct mail inspires people to give, and some chose to give online. A minority still, I might add — MobileCause says 35% of donors say they prefer to respond to direct mail by giving online.

Let’s clear about who’s doing the heavy lifting here … it’s the letter. Much of the MobileCause infographic is about how poor digital follow-through can screw up the giving impulse generated by the letter! Just like a confusing reply card.

From that point on, I like and heartily recommend most of the infographic!

Some of its interesting factoids:

• 50% of Millennials say they give online in response to direct mail (OH, so they do read letters!), as do 50% of GenXers, 26% of Boomers and 14% of Greatest (age 66+).
• 84% of donation pages are not mobile-friendly.
• Donors are 50% more likely to respond to direct mail when they receive multiple messages across fundraising channels reinforcing the call-to-action.

The most outrageous, muddle-headed advice Mobile Cause gives: “Don’t spend money on donor acquisition mail, but rather be strategic about collecting contact information via online forms throughout the year.”

UH?! I think the American Cancer Society gave us the answer on that strategy! Better check that out Mobile Cause.

OK, I’ve kept you waiting long enough. Here is the infographic.

Tom