Magnolia Web Strategy

I’d say this applies to direct mail, email, and all asks in general. Read on:

The answer for your organization is: Unless you’re already in the 30+ ballpark, you can probably mail more.

Just be aware that sudden, radical increases in frequency are counter-productive — you’ll see a surge of complaints, and not the corresponding increase in response. It works better to grow your revenue by increasing slightly each year until you reach your right frequency.

If you’re mailing quarterly now, add one or two impacts. If you’re mailing, monthly add two or three impacts during high-response seasons of the year. That’s how you maximize revenue through frequency.

Read the full post at the Donor Power blog.

This entry was posted on Sunday, May 31st, 2009 at 6:47 pm and is filed under Fundraising, Non-Profit, blog. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.