Weather Is Fine ... Wish You Would Give

Research proves that the more a nonprofit customizes direct mail to its recipient, the higher the response rate. Within a single print run, a nonprofit maximizing VDP services to acquire funds for breast cancer can create relevant mail pieces to grab the attention of different generations and types of women by designing imagery and content that is relevant to each prospect group. For instance, one postcard targeting a female surfer in her 20s might picture a cancer survivor in the same age group with her girlfriends, all of whom are wearing her favorite color, green, and running on the beach. Another mail piece might feature a woman with her husband and two children standing in front a church; this would be ideal if the recipient is a family-oriented female in her 40s with strong religious beliefs.