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  • Answer Upon - Fundraising Letter Response Rates: Boost Them (And Your Revenue) By Watching: Nine Vital Statistics

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    t organizations is changing.

    You can spot these trends when you keep an eye on your direct mail results—your numbers—as all smart fundraisers do. Here are some of the more im
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    Direct mail fundraising is a numbers game. A game that changes all the time. Who could have predicted the advent of online giving? Or the popularity of sweepstakes? Or the rise of a generation of young donors whose primary method of communication is text messaging?

    When I say that the direct mail game changes all the time, I am not referring to the fundamentals, of course. Donors will always give to people to help people. The most important word in a fundraising letter will remain “you.” And donors will always want to be kept informed about what their gift is accomplishing.

    But the world is changing. Technology is changing. How people give is changing. What people support is changing. How people look at non-profit organizations is changing.

    You can spot these trends when you keep an eye on your direct mail results—your numbers—as all smart fundraisers do. Here are some of the more imp
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    ration of young donors whose primary method of communication is text messaging?

    When I say that the direct mail game changes all the time, I am not referring to the fundamentals, of course. Donors will always give to people to help people. The most important word in a fundraising letter will remain “you.” And donors will always want to be kept informed about what their gift is accomplishing.

    But the world is changing. Technology is changing. How people give is changing. What people support is changing. How people look at non-profit organizations is changing.

    You can spot these trends when you keep an eye on your direct mail results—your numbers—as all smart fundraisers do. Here are some of the more im
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    ls, of course. Donors will always give to people to help people. The most important word in a fundraising letter will remain “you.” And donors will always want to be kept informed about what their gift is accomplishing.

    But the world is changing. Technology is changing. How people give is changing. What people support is changing. How people look at non-profit organizations is changing.

    You can spot these trends when you keep an eye on your direct mail results—your numbers—as all smart fundraisers do. Here are some of the more im
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    what their gift is accomplishing.

    But the world is changing. Technology is changing. How people give is changing. What people support is changing. How people look at non-profit organizations is changing.

    You can spot these trends when you keep an eye on your direct mail results—your numbers—as all smart fundraisers do. Here are some of the more im
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    t organizations is changing.

    You can spot these trends when you keep an eye on your direct mail results—your numbers—as all smart fundraisers do. Here are some of the more important numbers to watch and manage.

    1. Response rate
    The percentage of your donors, who received your mailing, who responded with a gift. Pay close attention to the appeals that pull the best response—and figure out why.

    2. Average gift
    Your gross income divided by the number of gifts. The larger the better, naturally. This figure can be skewed upwards by a few large gifts, so measure it carefully.

    3. Average cost per gift
    Your total costs (writing, design, production, printing, mailing, postage) divided by the number of gifts received. This number helps you discover what to trim.

    4. Return on investment
    Your net income divided by your costs,

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