Direct-Mail Testing Tips

Direct mail is a cost-effective way of raising money that allows an organization to educate the public; can enhance visibility and broaden a donor base; and is a good way to recruit prospects for other non-direct mail fundraising (major gifts, planned giving, volunteer recruitment, etc.).

In their session “Why Direct Mail Is More Important Than Ever” at the 44th AFP International Conference on Fundraising, Lisa Maska and Tiffany Neill, both senior vice presidents at Lautman & Company, presented a case study of a small nonprofit launching a direct-mail program to demonstrate the benefits of direct mail and some best practices.