Self Assessment: Direct Mail

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Self Assessment: 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 core aspect of our organization’s annual giving strategy.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
2. There is a sufficient understanding of direct mail best practices and an appropriate level of direct mail expertise accessible within the organization.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
3. External vendors and consultants are used when needed to provide staff with additional expertise and bandwidth to support direct mail efforts.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
4. There are sufficient budgetary resources to support our institution’s direct mail efforts.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
5. Direct mail campaigns have clear and realistic goals.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
6. There is a documented calendar of direct mail appeals that is updated regularly and shared with relevant staff and volunteers throughout the year.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
7. Detailed production schedules outlining key steps in the production process are used to manage all direct mail campaigns.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
8. Direct mail campaigns are segmented based on donor giving history, interest, and relationship with the institution, and then personalized in terms of content, signors, and ask amounts.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
9. Prior year donors, and those donors who have donated in response to direct mail solicitations in the past, are considered priority segments for all direct mail campaigns.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
10. Direct mail timing and messages are well-coordinated with the institution’s other solicitation channels (e.g., email, phone, social media, personal outreach) and communications.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
11. A variety of package designs, messages, and creative approaches are used in our direct mail strategy.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
12. New approaches are tested regularly and results are used to inform and enhance future direct mail strategies.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
13. 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
14. Direct mail messages are captivating, well organized/structured, and adhere to best practices in direct response marketing.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
15. The writing in our direct mail pieces is high in quality.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
16. Our direct mail messages include a clear and compelling case for support.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
17. Our direct mail messages include a clear and specific ask/suggested gift amount.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
18. Reply devices and/or links to online giving forms are included in all direct mail appeals and are easy to find and read.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
19. Tracking codes are included and monitored for all direct mail campaigns.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree
20. Direct mail results are carefully analyzed in terms of response rates, revenue generation, and return on investment, and used to inform future strategies.*
- Strongly Agree
- Agree
- Neutral
- Disagree
- Strongly Disagree

Please provide your information below so that your results can be emailed to you.
Name*
First Last
Job Title*
Institution*
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Email*

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