April 17, 2003
Survey: Giving Drops at Charities That Bank on Direct Mail
Major charities that rely heavily on direct mail for their incomes had weak fund-raising results last year, according to a new survey.
Of the 28 organizations that provided donor totals in 2002, the median change, compared with totals in 2001, was a decline of 3.6 percent, meaning half saw bigger losses and half saw smaller drops or gains.
The results contrast sharply with the year before, when 24 organizations reported a median increase of 5.6 percent.
Target Analysis
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