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So pay attention to what you say and how you say it in direct mail; you’re competing with dozens and dozens of other pieces of mail vying for your donor’s attention.

Watch what you mail
As this table shows, there has been a slight decrease in the speed of delivery for nonprofit mail, from 10.9 days on average up to 11.3 days, a 4 percent degradation in days-to-home delivery. But what’s most alarming about the tracking research is that approximately 10 percent of nonprofit mail is not delivered at all. (The tracking study involved 25 nonprofit organizations mailing nationally: 13 health charities, seven religious organizations, three education groups and two cultural organizations.)