I’m aware that the data set is limited here, and that there’s an element of patting ourselves on the back with this, but we’ve analysed the response data to all the donor direct mail campaigns that we worked on in both 2008 and 2009, and here’s what we found:
Despite the economic crisis, response rates and average gifts for donor direct mail campaigns are both increasing.
The analysis is based on data from direct mail campaigns carried out by Ask Direct’s clients in 2008 and 2009. All client campaigns (12 from each year) for which directly comparable 2008 and 2009 data existed were included in the analysis.
Three quarters of the campaigns showed an increase in response rate, with the average response rate increasing from 13.4% in 2008 to 15.7% in 2009.
A similar number also showed an increase in average gift. The increase in average gift was small, going from €96.02 to €98.08.
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