What kind of response and average gift can I expect from a donor mailing?
Response from active donors (gifts within the last 12 months) is typically in the 5% – 15% range, although — as with prospect mailings — it can be higher or even lower. Lapsed donor response (no gift in the last 12 months) can range between 3% – 5%, although it can be lower or higher. Average gifts can range wildly from a low of $25 to well over $100. Again, a lot depends on the organization and how the file was built. If it was built through direct mail and there is no upper level giving club, the average gift will probably be lower. If it was built via personal solicitation, the average gifts will be much higher.
