20 Direct-Marketing Ideas for Small Nonprofits, Part 4

Temeles said that for one of her clients, people who had taken action in direct mail had a response rate three times higher than general prospects, and in e-mail people who had taken action had an open rate of 49.22 percent, clickthrough rate of 3.13 percent and response rate of 0.78 percent. Those numbers were way ahead of the fundraising benchmarks of a 12 percent open rate, 0.6 percent clickthrough rate and 0.08 percent response rate.