A direct mail annual giving solicitation receives a 4% response rate. Is that good?
If the solicitation was sent only to donors who have given in each of the last 3 years but have not yet given this year, we might respond discouragingly: “No, it underperformed.”
However, if the solicitation was sent only to non-donors as an acquisition strategy, we might respond enthusiastically: “Yes, it overperformed.”
And, we haven’t even started analyzing how much money was given by those 4% who responded.
The most consequential advancement question is never the one we ask after the fact about success, or productivity, or progress.
The most consequential advancement question is the one we ask before we do anything:
“What specific outcome are we seeking?”
Follow and share Jason's Blog:
