Years ago, an encyclopedia was my only resource for finding information about a person or organization. And if there was any information, it quickly became outdated.
Thankfully, that’s not the case today. Encyclopedias are selling at flea markets and a world of information is now at your fingertips.
Then why don’t more organizations provide current and relevant information about themselves?
Recently, Target Marketing published an article about how much consumers like direct mail. The article cited a study asking people what they did after receiving a direct mail piece. Here are two interesting results:
- 44% go to the brand’s website
- 34% research the product online
How easy is it for donors or prospective donors to find information about your organization? And when they find it, is it relevant?