Certified Fund Raising Executive (CFRE) Practice Test

In direct mail campaigns, what factor most affects the percentage of responses from current donors?

1. Personalized messaging

2. Years-of-giving history

3. Frequency of mailings

4. Cost of the campaign

The correct answer is: Years-of-giving history

The percentage of responses from current donors in direct mail campaigns is significantly influenced by the years-of-giving history. This factor is integral to understanding donor behavior and tailoring communication effectively. Current donors who have a long-standing history of giving are often more engaged and invested in the organization's mission and thus are more likely to respond positively to solicitations. A donor's giving history provides insight into their level of commitment and may indicate their capacity for further contributions. Organizations can analyze this history to gauge the likelihood of a positive response; long-term donors might respond with higher rates than new donors due to established trust and emotional ties. Consequently, leveraging this understanding to segment the mailing list appropriately can enhance the effectiveness of the campaign. While personalized messaging can also increase response rates, it is most impactful when paired with an understanding of the donor's history. And while frequency of mailings and cost of the campaign are operational considerations, they do not directly correlate with the intrinsic motivation of the donor as strongly as their previous giving records do.