In direct mail acquisition, it is essential to continually integrate testing into each campaign in order to stay fresh and avoid fatigue. Industry go to’s for testing in direct mail are package and list testing, as these can help ensure an acquisition program stays up-to-date. But, if you want to up your testing game, cooperative database model testing is essential to staying on top of the charitable market. Modeling makes a HUGE difference in direct mail acquisition! There are a diversity of Co-Op databases and models available that all offer a variety of products which are designed to find the best donors possible for your organization.
CCAH Blog: Industry Voices
Testing is essential to a healthy acquisition program, from finding lists that make up the core of your campaigns, to identifying which packages work best for these lists. Just like various packages perform better at different times of year, such as calendars in the fall or holiday messaging at year-end, there is an aspect of seasonality to the overall acquisition program. Some seasons just work better for certain organizations and markets! For example, many hospitals have a tendency to mail more acquisition in Spring and Fall because they over the years, these are the strongest months for new donor recruitment.