Chief among your considerations should be your list and your offer. These two elements will have the greatest impact on your response rate.
Have you heard about the 40-40-20 rule? The rule says 40% of your direct marketing program will depend on your mailing list; another 40% will depend on your offer; 20% will depend on everything else.
Once you get past the list and offer, your next consideration is the direct marketing format.
There are all kinds of formats available to you – letter packages, postcards, self-mailers.
But choosing the right direct marketing format should not be about your personal preference. Your selection should be a strategic decision based on your objective, your audience and your budget.
Click on the direct marketing formats below to learn more.
The Self-Mailer Booklet (catalogs, newsletters, conference mailers)
The Fundraising Letter Package (donor acquisition and renewals)
To learn more about all of the formats, go to Choose a Direct Mail Format Option.
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