Three Measures That Hone in on Direct-mail Gold

1) Recency. Figure out how long it’s been since each donor gave — in days, weeks or months. Then use those measures to rank your donor list from the most recent to the longest lapsed. Configuring your measurement this way only works if you mail to the entire list each time; in other situations where you mail to only a segment of your list, create a system that ranks all donors who responded to the latest appeal equally.