A mailing sent to a donor to acknowledge the receipt of a donation and to express gratitude. The package includes a personalized letter which mentions the specific amount of the gift, so that the donor can use it as a receipt for tax purposes if desired. The letter makes the donor feel positive and appreciated. The package often includes materials that provide the opportunity for a second gift. It is usually sent with any merchandise the donor may have requested, such as additional greeting cards or premium gift items.
A mailing sent to a prospective donor who has not yet made a donation. This package serves as an introduction and makes the case for why the prospective donor should support the organization or cause. Those who respond to this package become active donors, and can be sent additional mailings in the future.
A response piece in a mailing which has the donor’s name and address pre-printed, so the information need not be filled out by the donor.
The group of people who will receive a mailing. The audience is primarily made up of people who have donated to the cause or organization in the past. An acquisition audience is compiled from one or more mailing lists of people who have given to other, similar causes.
The average amount of the donations sent by people who respond to a mailing. The amount of the average gift varies depending on the demographics of the audience and the perception of value created by the package (i.e., what the donor seems to be getting in return for his or her contribution).