Drilling for Truth
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COMPELLING TEST RESULTS AND CONCLUSIONS
1. Donors read their mail. Sometimes there is a temptation to reduce the cost of a direct mail appeal package by eliminating the letter and relying on a double buck-slip form: one part a short personalized message, the other a reply coupon. We conducted two separate tests to determine whether including the letter would increase response. In both cases the packages that included the letter secured a higher response rate, higher average gift and higher net revenue than the packages without the letter.
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