How can I increase gross revenue in my direct mail?

1. Make it an omnichannel campaign by including email and social / digital components. 
2. Add a second wave / reminder mailing to the top 50% of your list.
   1. Reminder mailings (sometimes called Wave 2 or Wave 3) are a fantastic way to re-engage likely donors as part of the same campaign.
   2. Don’t send your reminder mailing to the entire original mailing list. This will cost a significant amount of money and will often include lots of fairly unlikely donors. 
   3. Instead, using the Mail Appeal Rankings to narrow down the list only to those donors with a higher probability of giving. A good rule of thumb is to send the reminder mailing to the top 50% of your list (i.e. the 50% of your list with the best Dataro Mail Appeal Ranking). Focus on maximum net returns by cutting the size of your Wave 2 or Wave 3 mailings by 50% or more, so only the most likely givers receive multiple letters.
   4. Reminder mailings are usually sent 3-4 weeks after the initial mailing.
   5. Remember, you can also include new donors at this time! Use Dataro’s Mail Appeal ranks to see if there are any donors who didn’t receive the first mailing but who now have a good ranking and should be added to the reminder.
3. Using Dataro’s Ask Amount recommendations can result in increases in average gifts.
4. Adding mid-level and major giving segments, using Dataro’s top Mid-Level Donor Ranks and Major Donor Ranks, can have a significant impact on revenue.