Is direct mail donor recruitment an art or a science?

descriptionPublicationkeyboard_double_arrow_right Article 01 Sep 1999 English Publisher:WileyJournal:International Journal of Nonprofit and Voluntary Sector Marketing, volume 4, pages 213-216 (issn: 1465-4520, eissn: 1479-103X,

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Authors: Brian Williamson;

doi: 10.1002/nvsm.73

Is direct mail donor recruitment an art or a science?

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Abstract

AbstractThis paper promotes the importance of proper post‐response analysis and highlights the critical elements to be analysed. The analysis elements discussed include: response measures, donation values, donation options, costs and return on investment. The goal of this paper is to introduce the reader to what can be learned from each type of analysis and how that information can be used. This will empower the analyst to make appropriate recommendations for future mailings. Copyright © 1999 Henry Stewart Publications

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