Good Works released the 2024 Direct Mail Benchmarks report

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May 2024

The 2024 Canadian Direct Mail Benchmarks report is here! Good Works is thrilled to once again bring you this totally free report, packed with all-Canadian data to help you measure your direct mail program against yourself, and against the sector.  

This year’s report is made possible by 49 amazing participating charities who shared their 2023 direct mail data with us. Inside, you’ll find the benchmarks you know and love: average gift and response rate, cost per dollar raised and cost to acquire, renewal rate and reactivation rate, and so much more. Plus, new this year, we’ve included a breakdown of the performance of difference acquisition sources – so you can see how rented lists, traded lists, unaddressed mailings, and ex-patient lists all measured up! 

Wondering about this year’s highlights? Well, we won’t spoil too much, but here are a few takeaways: 

  • Most benchmarks were stable year-over-year, with minimal increases or decreases. Fundraisers, 2023 is your new normal: the year you can plan and project against! 
  • Gross revenue from direct mail decreased by 14% – the exact same amount that other channel revenue rose. This indicates the multi-channel giving experience continues to evolve, as donors are moved by the mail and then hop online to give! 
  • Cost to acquire a new donor this year is $161. Your second- and third-gift conversion rates have never mattered more than they do today. 

Download the 2024 Direct Mail Benchmarks report, and dive into the data today, click here!

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