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  • 1.  Direct Mail Program Data Metrics

    Posted 10-10-2022 10:55 AM

    For any of you who have a robust direct mail/response program, could I get some input from you:

     

    • # staff
    • Hours spent on the data file pulling (we use RE)
    • How complicated the data pull is
    • How many yearly mailings
    • What other duties this person has

     

    We currently have:

     

    5 acquisition mailings-including rental lists, patient lists (4x), lapsed, physician prospects (non-donor physicians)

    6 donor mailings-0-48 months $10+, plus special councils at the year-end; board excluded; rotating array of states excluded due to registration requirements

    4 special giving society mailings-the follow-ups to the 1st and 3rd use the same file with newly joined members excluded.  The prospects in this group is excluded from the donor files mailing at the same time.  This group gets the donor mailing 3x yearly.

     

    We use standard segmentation of our lists.

     

    The giving society is run first so they don't appear in the donor or acquisition files.

    Appeals are added to the records.

    Queries exported and set to DM vendor.

     

    There's a question of the time being spent.  This is a lot of work for one person on top of other responsibilities.

     

    Thanks for any input.

     

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  • 2.  RE: Direct Mail Program Data Metrics

    Posted 10-11-2022 08:34 AM

    Good question Scott

     

    1 annual giving staff

    1 data services staff

    1 admin support staff

     

    We do phone calling March – July Lybunts / Sybutns

    We do 1 week of gratitude in January

    We do 1 I-day parent acquisition in May

    We do 1 class challenge (all alumni) in May (acquisition and renewals)

    We do 3 last – quarter year appeals

    We do 1 giving society mailing

     

    About 4 mailings a year and we raise circa 6M, the criteria we use is broad, mainly exclusions:

     

    Exclude people with active pledges/ recurring giving and payroll deductions

    Exclude Major/Principal prospects

     

    The time spent segmenting lists is not that much. Time investment is a good 8 hours per list per mailing (to ensure dedupping/ outliers etc)

     

     

    LogoDescription automatically generated

    Adriana Bitoun

    Director, Advancement Services

     

    U.S. NAVAL ACADEMY

    ALUMNI ASSOCIATION & FOUNDATION

    274 Wood Road

    Annapolis, MD 21402

     

    p. 410-295-4150
    c. 562-805-8815
              

     

     






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