Direct Mail: How Much is Too Much?

The donor-loyalty rate is crucial to long-term fundraising effectiveness and revenue growth because it’s the strongest indicator of the long-term giving potential of your donor file. Low loyalty rates lead to lower and lower revenue. High loyalty rates spark significant revenue growth.

As shown on the Appeal Frequency Test Results chart, Panel Three with 19 fundraising impacts produced the least amount of revenue, the lowest gift frequency and the lowest donor-loyalty rate. Panel Four had the lowest net revenue because of the costs of the “no ask” affirmation mailing.