I recently attended a presentation by Catherine Connolly. Her presentation was called Tips, Tricks, and Trends in Direct Response Fundraising. Catherine went over the different types of direct mail and response rates for various types of asks. Here is my understanding of what was presented.
1. There are three basic types of lists. Internal Prospects, Exchanging lists with other organizations, and renting lists. The response rate is 5%, !% and ¼% respectively.
2. You can expect an investment cost of $35 per name for the internal prospects up to $75 per name acquired through rented lists.
3. Direct mail is how a person learns about your organization. Send at least 6 letters a year.
4. The sooner you mail after receiving a gift the more likely the person will give again.
5. The type of mailing that gets the best response contains a letter, separate response card, and response envelop.
6. Requests that contain brochures receive a lower response that the method listed in number 5.
Interesting. What do you think?
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