Finding Your Direct-Mail Donors — Online

Match rates typically exceed 75 percent with the ability to find upward of 40 percent of donors actively engaged online for a given campaign period. After the offline addresses are matched to cookies, the companies then serve up online display ads to these people on various sites as they navigate the Web. The sites are typically determined based on performance — e.g., relevancy, frequency caps, inventory availability and the cost of display ads on the site.