The Real Value of Direct Mail

The traditional (and frankly easy) way to evaluate a direct-mail fundraising program is to determine net revenue and the number of donors you keep, gain and lose. A mature and well-managed program invests in acquisition, ends the year with more donors and, if really good, achieves an overall higher average gift to boot. Results are evaluated annually or semiannually to inform the next budget cycle strategy. If this is your approach to valuing your mail program, you will be challenged to sell greater investment in the program to your boss … especially these days.