Special Report: Fundraising 101 Direct Mail

4. Segment your donor file for maximum performance
The traditional way of segmenting a file by RFM is still a must. That means segmenting donors by how recently and frequently they’ve given as well as by the monetary amount.

This technique allows you to vary copy, design, format and offer to suit each individual segment. For example, donors who have given a gift of $100 or more in the past 12 months should be recognized in the
letter and perhaps invited to join a donor club.