Using Advertising Constructs and Methods to Understand Direct Mail Fundraising Appeals

Abstract

Abstract This study examined whether we could use a Solicitation Response Model adapted from the consumer research literature to increase our understanding of nonprofit direct mail solicitations. We sent 389 surveys to people listed in the database of a homeless shelter. In response, 166 people rated an envelope and appeal from the shelter. The model successfully explained potential donors' intention to open the envelope and intention to donate. Emotional responses to the envelope and attitude toward the envelope were more important influences upon acquisition (or new) donors' intention to open the envelope than upon renewal donors' intention. Attitude toward the appeal had a stronger effect upon acquisition donors' intention to donate than it did upon renewal donors' intention. The study suggests differences in the way that appeals should be designed for acquisition and renewal donors. As well, we present a small sample method for diagnosing direct mail charitable solicitations.