Get Your Donors' Stamp of Approval


Even the smallest elements of a direct mail package can make a big difference to donors. When putting together a campaign, it is crucial to use the most effective language, colors, components, and pictures in order to grab the attention of the donor and increase your gift averages. But what about the type of stamp, or stamps, used for your package?

The best way to analyze which combination of components will work best is to perform a test package against the control that changes one component to see which package gets the best response. We recently performed a test with several clients on remit envelope stamps for $100+ donors and got some surprising results!

Animal Welfare Test Package Results
Each test group contained 1,498 pieces mailed out to $100+ donors, 0-24 months. This test package used three stamps versus the control package using one first class stamp on the reply envelope.

Control Group: Envelopes with one first class stamp received 106 gifts for a 7.1% response rate and an average gift of $171.27.

Test Group: Envelopes with three stamps totaling $0.49 received 128 gifts for an 8.5% response rate and an average gift of $171.48.

The three stamps won by 20%!

Food Bank Test Package Results
Each test group contained 1,498 packages mailed out to $100-$499 donors, 0-24 months. This test package used one first class stamp versus the control package without any postage on the reply envelope.

Control Group: 75% of packages mailed without a first class stamp on the reply envelope and received 288 gifts for a 7.7% response rate.

Test Group: 25% of packages mailed with a first class stamp on the reply envelope and received 181 gifts for a 16.3% response rate.

The remit with a first class stamp won by 111%!

It has long been a belief that if you spend less on postage donors will appreciate the organization saving money. However, these tests have proven that placing a first class stamp on reply envelopes will actually increase both the response rates and the average gift.

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