The Only 4 Numbers You Need for Direct Mail Fundraising

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By Alan Sharpe, copywriter and president of Raiser Sharpe

A while back I realized that measuring the effectiveness of direct mail fundraising campaigns is a lot easier than I’d thought. 

I was confused by all the formulas and ratios, and was never sure which numbers were more important than the others. Cost Per Piece, Cost to Raise a Dollar, Return On Investment, Average Gift, all of these and at least six other metrics kept me in a state of anxious ignorance.
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Fundraisers–Are You Prepared to Accept Online Donations?

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Good news on the fundraising forefront – donations are up. Interesting development though, considering donors are said to be “fatigued.” Not only that, but it looks like more donations are received via Internet, rather than through direct mail. 
That’s right. It looks like more donations are filtering in via the Internet, rather than its normally traditional method – via direct mail.
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5 Tips for Efficient Holiday Shipping

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By Rick Rover, senior vp of operations, Streamlite
When customers open their holiday purchases this year, most won’t think about the supply chains that produced and delivered their gifts. But, those of us in logistics know that the impact of efficient product flow and management–from manufacturing to delivery–is more important than ever during the holiday season.
The cost of satisfying an unhappy customer is far more expensive than the original product cost or associated shipping cost.
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4 List Hygiene Best Practices

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By Karen J. Bannan, freelance writer & editor
List hygiene has been a concern as long as email marketing has been around, and the basics are just that–basic. Opt-outs and opt-ins should be processed quickly, while internal lists should be synchronized so you don’t miss anyone and risk a spam complaint. Inactive addresses or those that are hard or soft bounces, should be suppressed and possibly appended, while risky addresses–for example, sales@domain.com
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Direct Mail Gains New Potency as Online Marketing Evolves

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Andy Cutler, chief strategy officer, Mercury121
In the early days of Web marketing, the promise of the new channel’s potential was over-the-top. In fact, many optimists argued that, in the future, the Web and e-mail were going to make direct mail obsolete. 
A funny thing happened on the way to the Web. Not surprisingly, the reality did not live up to the hype.
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