An average nonprofit direct mail response rate is about 6 percent, but it can be higher. The reason for this is because it is made to solicit gifts from existing donors, who already know the organization. The response rate for renewal mailings is significantly higher than for acquisition mailings, because the recipients already know the organization and trust its message. They also have a history of giving, so they are more likely to give again. Here are some tips for improving your direct mail campaign's response rate.
One way to improve your direct mail campaign response rate is to find out how your competitors perform in the same industry. While your direct competitors may not want to share theirs, you can look at companies in similar industries. You can talk to DSW about their success in the clothing retail industry. A regional credit union can talk to another bank about their own success with direct mail. A professional in your industry should be able to give you valuable advice.
When determining your average nonprofit direct mail response rate, you should remember that it doesn't tell you how many people will respond to your mailing. It is impossible to know how many people will open your mailing if it only contains ads. Fortunately, the Direct Marketing Association tracks the response rates for nonprofits. Even if the majority of recipients don't open your direct mail, you can use your average response rate to make adjustments to your campaign.
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