Creative thinking can push your direct mail to new heights.

By Kimberly Seville

But this is an example of where I advocate reading test results over a longer period of time, rather than determining the impact of the added cost solely by this one campaign. Meaning — do donors who receive this level of additional cultivation give more over the ensuing six months to a year? Are they more likely to upgrade? Do they become more responsive to an invitation to become a monthly donor? And measured over many years, are they more likely to make bequests? All good things to know before a short-term view might lead you to believe you can’t afford it.