The question we as fundraising consultants are asked most often also is the question we keep asking ourselves: What elements of a direct-mail package are most important to test? The question is important. What makes direct mail so successful as a fundraising medium is that we can track results and learn from them. Everyone involved in direct mail makes decisions based on anecdotal information and on personal preferences. We also depend on experience: We compare one year’s results to another year’s results, or we line up returns from one package mailed in June against returns from another package mailed in September. But those judgment
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