Learn more about analytics and research best practices, as well as real world examples and solutions for nonprofits.

Optimizing the Demise (Part 2)

Yesterday we posted the first of our five part series on Optimizing the Demise, if you missed it, click here to read. Today we offer you the second practical idea for how to optimize the decline in your direct mail fundraising program:

Stop direct mail testing – at least in acquisition. Look, even if you test something that doubles response (which is rarer than a supermodel on a Metro bus), lifting response rates from a 0.44% to a 0.88% isn’t going to save your organization. Better to redirect the budget and ideas set aside for testing to try new things that might have a longer payoff.

This idea won’t change the course of the direct mail trend. But it will buy you some time while we are all figuring out the next big thing.

Mentors: Phil Stolberg

by Bill Jacobs | Dec 13, 2021

As we finish one year and head into the next, I thought it would be appropriate to recognize some of the key mentors I have had that have shaped my career. So, this 4-part series focuses on those who have helped me along. A big thank you to each and every one of them....

Mentors: Steven Screen

by Bill Jacobs | Dec 13, 2021

As we finish one year and head into the next, I thought it would be appropriate to recognize some of the key mentors I have had that have shaped my career. So, this 4-part series focuses on those who have helped me along. A big thank you to each and every one of them....

Mentors: Jon Van Wyk

by Bill Jacobs | Dec 13, 2021

As we finish one year and head into the next, I thought it would be appropriate to recognize some of the key mentors I have had that have shaped my career. So, this 4-part series focuses on those who have helped me along. A big thank you to each and every one of them....