Certified Fund Raising Executive (CFRE) Practice Test

Which approach offers the best chance for success in a direct mail program?

1. Mass mailing to a large audience

2. Targeted mailing to a group with a relationship to the organization

3. Randomly selected individuals from the community

4. Follow-up calls to all previous donors

The correct answer is: Targeted mailing to a group with a relationship to the organization

Targeted mailing to a group with a relationship to the organization provides the best chance for success in a direct mail program because it leverages the existing connections and familiarity that potential donors have with the organization. When individuals have a prior relationship or familiarity with the organization, they are more likely to respond positively to outreach efforts, as they already recognize the value and impact of the organization's work. This approach allows for higher engagement and response rates compared to other methods. Conversely, mass mailing to a large audience may lead to lower engagement since it does not consider individual interest or relevance, and randomly selected individuals from the community might not have any connection or understanding of the organization, further decreasing the likelihood of a positive response. While follow-up calls to previous donors can be beneficial, they do not represent a direct mail strategy as they rely on personal interaction rather than written communication, which is the focus of a direct mail program.