Drilling for Truth

5. A cover letter included with newsletter packages sent to frequent givers can generate higher response. We included a separate cover letter from the organization's CEO with the newsletter package sent to frequent givers. The response rate from those receiving the cover letter increased by 16.6 percent compared to those who received no cover letter. When the cost of the cover letter was added to the overall cost of the package, net revenue remained unchanged; however, the cover letter might contribute to a stronger relationship and increase donor loyalty.