Fundraisers know how important data is to direct mail success. Demographics like age,household income, and history can all help craft a more effective message. But are there other data points you might be overlooking? Here are a few nuggets that remind us that impactful data can be hiding in the most unexpected places.

1. Should you be targeting Millennials? Millennials are now the largest living generation, a key target audience for retail. But what about fundraising? According to Neon One's 2024 Nonprofit Trends Report,Millennials account for only 14% of total giving ($381 annually), while Baby Boomers still contribute the majority at 43% ($1,212 annually). Gen X comes in second at $732annually.

Millennials matter, but Boomers and Gen X remain critical to your donor base, especially for major gifts.

2. Mac users are big givers. Device type can offer surprising insights. Studies show Mac users continue to outpace PC users in donation size. According to "Double the Donation" (2023),Mac users donate an average of $184 per gift, compared to $141 from PC users.

Small details like tech preferences can signal larger giving behavior. Dig into your data. You might find some hidden gems.

3. Video drives donations. Visual story telling matters more than ever. According to Qgiv's 2024 Fundraising Benchmarks Report, 66% of donors say they were inspired to give after watching a nonprofit video, an increase from past years.

Add QR codes or short links in your direct mail, guiding donors to videos showing their support's impact. It's a simple tactic that can dramatically boost response.

4. Mobile matters—big time. Today,over 60% of nonprofit website traffic comes from mobile devices. According to Google' s Nonprofit Guide, if a donation page takes more than three seconds to load on mobile, 53% of users will abandon it. Even if your ask starts in the mailbox, ensure your donation landing page loads quickly and looks fantastic on a smartphone.

5. Giving is not always tied to wealth. "The Chronicle of Philanthropy" reports that households earning less than$50,000 per year give a higher percentage of their income to charity than wealthier households. Households earning $25,000–$50,000 donate an average of8.6% of their income, far higher proportionally than many more affluent groups.Never underestimate lower- and middle-income donors.

This points to the same conclusion:  Better,deeper donor data drives stronger appeals. Before you send out your next fundraising mailer, invest the time to look deeper into understanding who your best supporters are and what motivates them. Data is your edge, and sometimes it can surprise you.

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