What Goes On in the Mailbox?
It’s more complicated than it seems. But if you think it through, you can target your fundraising messages for better success.
Nondelivery rate
Not every piece of mail you send gets to its intended recipient. If you’re mailing bulk rate, somewhere between 10 percent and 20 percent of your pieces lose their way. Good data hygiene improves that number. But to really drive down your nondelivery rate, use First Class postage. The only problem is the cost — it might be too much to be worth the boost it will create. I’ve found that the breaking point is with donors who give around $100 a year. Above that, First Class postage is worth it; below that, it’s not. But test that for yourself.
- Companies:
- Merkle
- People:
- Jeff Brooks
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