Direct Mail: How Much is Too Much?

5. Use facts to fight against personal preference and bias. Facts are friendly, and we should embrace them. Know your facts, and arm yourself with a short list of key indicators of performance so you always have a ready defense for that senior executive or board member who wants to impose his personal preference for how your fundraising program should be run. My list includes the number of appeals sent to most donors, year-to-year net revenue figures and the year-to-year donor loyalty rate