Diagnostic: Direct Mail

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Diagnostic: Direct Mail

Step 1 of 2

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Read each of the following statements and rate your program according to the scale below. Don’t spend too much time thinking about each statement; your first instinct is usually the best one. If you’re not certain, make your best guess or go with your gut instinct.
1. Direct mail is a high priority and core aspect of the organization’s annual giving strategy.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
2. There is a good understanding of direct mail best practices and an appropriate level of direct mail expertise accessible either within or outside of the organization.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
3. It’s clear who is primarily responsible for managing the direct mail program and individual direct mail projects.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
4. Collaboration among key stakeholders related to direct mail is positive and productive.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
5. There is a central calendar of direct mail appeals that is maintained and shared with relevant staff and volunteers throughout the year.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
6. Detailed project schedules outlining key steps in the production process are used to manage all direct mail campaigns.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
7. The annual fund’s direct mail plans and messages are well coordinated with the organization’s other fundraising (and non-fundraising) channels and other communications.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
8. Direct mail appeals are well segmented by constituency type, gift history/potential, interest, affinity and individual preferences.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
9. Direct mail appeals are personalized as much as possible for key segments and donors.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
10. Writing within direct mail appeals is captivating, compelling, and effectively structured, and adheres to best practices in direct response fundraising.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
11. The visual and graphic design of direct mail pieces is high in quality and consistent with institutional branding.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
12. Prospect lists for direct mail campaigns are easily accessible and contain the data necessary to segment and produce effective appeals.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
13. Envelopes are thoughtfully designed with the goal of increasing open rates.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
14. There’s a good understanding of postal guidelines and postage rates that helps to minimize the cost of mail delivery.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
15. Inserts and buckslips are strategically used and tested for effectiveness.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
16. Reply devices are personalized and included in all direct mail appeals that make donating simple and easy for donors.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
17. Fulfillment processes are in place to ensure accurate and timely gift processing and delivery of acknowledgements and receipts.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
18. Direct mail results are consistently tracked and analyzed, and used to inform future strategies.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
19. A/B testing is done on a regular basis and used to improve the efficiency and effectiveness of future direct mail appeals.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
20. Peer programs are looked at regularly as a source of new ideas, as well as benchmarking of strategies and results.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Please provide your information below so that your results can be emailed to you.
Name*
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Institution*
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