Direct Mail: How Much is Too Much?

The only variable across all the test panels was the number of mailed appeals, except for Panel Four, which also received a “no ask” affirmation, namely a special “expression of gratitude” letter with no fundraising language. Each panel received gift-acknowledgment receipts and any outbound telemarketing calls they were qualified to receive. In other words, except for the number of appeals and the “no ask” affirmation package sent to Panel Four, all of these donors were treated exactly alike.