Knowing When to Hold 'Em

The results reflect aggregate analysis of approximately 20 different missions across the United States, ranging from small to large. Totals include only mail-based donor gifts coming from individual appeals as well as newsletters and other print formats.

Leading the impressive performance was the December package (see photo), which produced a nearly 23 percent lift in response from 2011 campaign totals. It capped a four-month-long initiative that began in September 2012 and saw increases in response rates every month throughout the cycle, ranging from 93 to more than 225 basis points. Average gifts were also up in every month except October, with September topping the list with a 20 percent gain.