Direct Mail: How Much is Too Much?

The tracking study was set up to answer two basic questions: Would reduced appeal frequency result in better donor performance? Would reduced frequency lower costs yet produce the same or better net revenue?

The Appeal Frequency Test Panels chart shows the donor population of each panel, how many appeals they received during the 12-month test period, and how many newsletters were mailed in addition to the appeal packages. Panel One was the control group; each donor received a total of 25 fundraising impacts over the 12 months, including 18 appeals and seven newsletters.