3 Fundraising Direct-Mail Trends

The second and third quarters were dominated by 2010, with 14 percent more mail. But it changed in the fourth quarter, as 2011 showed a 7 percent increase from 2010. The biggest shift of all was the month of December, which grew by 29 percent from 2011 compared to 2010.

Offer types
What does the fundraiser value more: getting new donors or retaining current ones? Both, of course, but in which direction is the money getting allocated? And how does the fundraiser approach the donor prospect? Examining offer types — broken into acquisition, retention and expire mailings — reveals the current answers.