What Goes On in the Mailbox?

Not-this-time rate
Sometimes a donor gets your appeal, pays attention to it, agrees with it, thinks well of it, but chooses not to give for reasons of her own. Her checking account balance is low. She just gave to someone else. She’s worried about her budget.

Think-about-it rate
Some donors end up on the fence about giving to your appeal. They might be favorably inclined, but they put it aside to consider it later. Too bad: A gift delayed is usually a gift not made.