Best Places for Direct Mail Campaigns

Nonprofit organizations use direct mail campaigns to spread awareness of their mission and, of course, to raise money. Most nonprofits have, at least, tried a direct mailing campaign and several others have annual direct mail fundraisers. What do those organizations that have successful campaigns on a yearly basis have that other organizations just aren't getting? True, they may be branded better or just in general be more well known, but one specific key these organizations know that others may not is where the money is.

The NonProfit Times released results from an examination of direct mail fundraising results over the past 10 years. Merkle, Inc, a direct response firm that has helped several national nonprofit clients raise $376 million annually through direct mail campaigns, used their database to develop the results. Here are the ZIP codes (outside of California and New York) with the highest giving consistency since 2001, you just might be surprised: Greensboro, NC (27410), West Springfield, Mass. (01089), Winnetka, Ill. (60093) and Creve Coeur, MO (63141).

The top contributing ZIP codes, based on a minimum 100 gifts, since 2001 are:

Washington, D.C. (20001)- Annual Average $4,426,964

Greensboro, NC (27410)- $1,183,381

Baltimore, MD (21202)- $658,173

New Albany, OH (43054)- $220,891

Blue Bell, PA (19422)- $153,467

So, what do these high performing ZIP codes have in common? Just a few traits that make a whole lot of sense: residents with high levels of education and affluent populations in fast growing suburbs just outside of large metro areas. A magic combination when it comes to fundraising. For a full list of the top performing ZIP codes check out The NonProfit Times at www.nptimes.com.

Angie Moore, Merkle spokesperson, says, "That a lot of these are metro ZIP codes doesn't surprise me that a higher level of giving is coming out of those areas. They are in major metro or a high value suburb of a major metro." For your next mailing campaign, keep in mind not only what ZIP codes give the most, but also the traits within the communities that create a high degree of giving and increase your odds of getting a better response.