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.
Ignore rate
This is probably the largest category of nonresponse. It has a lot to do with how much other mail is in the mailbox, the relative importance of your mail and how your donor is feeling that day. I’m afraid the numbers are not on your side in this category; there’s just a lot going on in everybody’s mailbox all the time. I’m guessing that 50 percent to 70 percent of your mail gets ignored.
- Companies:
- Merkle
- People:
- Jeff Brooks
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