Most nonprofits don’t mail often enough.
How often is enough?
Well… if there was one quick answer I wouldn’t have needed to write a whole article. I’d just have given you a headline with a definitive response!
I know you want a definite answer.
And I could give you one. But it wouldn’t be the truth. Because the truth is different for every nonprofit.
And the truth will even be different for your nonprofit at different points in your life cycle.
There are five definitive things I can tell you:
- You are not your donors.
- Your donors lie.
- Opinions don’t matter; tests do.
- Out of sight is out of mind.
- What, how and who you mail to matters.