Author: Diana Richardson

Every fundraiser knows the challenge: reaching the right donors with the right message is harder than ever. Mailboxes are full, budgets are tight, and the pressure to deliver results never lets up. Too often, nonprofits lean on singular targeting strategies—like mailing based on past giving alone—that miss the bigger picture.

Most organizations still rely on traditional targeting strategies that focus on a single data point or outcome model. While these methods feel comfortable and tried-and-true, they’re leaving money on the table. The solution? Multivariate modeling backed by Donor Science™ offers a smarter, data-driven path to stronger targeting and higher ROI.

Traditional Donor Targeting: A Single-Lens Approach

Many organizations still rely on one-dimensional metrics, like last gift, total giving history, or simple demographic markers, to decide who receives a direct mail appeal. This method is familiar, straightforward, and easy to apply—which explains its staying power.

But here’s the drawback: single-lens targeting overlooks the complex reality of donor behavior. A donor who gave $50 last year might be ready to upgrade to $100, but your model, focused only on past gift amounts, might miss this opportunity. Meanwhile, you’re sending expensive mailings to donors who show no real engagement signals, leading to wasted resources and missed connections with your most promising prospects.

The Case for Multivariate Modeling

Multivariate modeling takes a different approach by using multiple metrics simultaneously to capture different aspects of donor potential. Multivariate modeling shifts the focus from one data point to a richer, layered view. Instead of just asking, “Will they give?,” these models answer multiple questions at once:

• Response likelihood – Who is most likely to give?
• Gift amount prediction – How much will they give?
• Channel preference – What’s their favored way to connect?
• Retention potential – Who is most likely to give again?

The math is simple: more dimensions equal better predictions. A donor who scores high on response likelihood but low on gift amount gets a different message than someone who’s less likely to respond but typically gives larger gifts when they do.

Donor Science: The Power Behind Multivariate Models

This is where Donor Science™ comes in—the blend of data analytics, behavioral science, and fundraising expertise that makes sophisticated modeling actually work in the real world. Donor Science™ doesn’t just crunch numbers; it identifies the key variables that matter, ensures model accuracy, and uncovers hidden patterns in your donor data that spreadsheets alone might miss.

For example, Donor Science™ can uncover mid-level donors with high upgrade potential—a segment you might never have identified using traditional methods.

How Multivariate Models Strengthen Direct Mail Campaigns

Applied to direct mail, multivariate modeling ensures nonprofits aren’t just reaching donors—they’re reaching them in the most effective way. Consider these scenarios:

• Combining response likelihood with upgrade variables allows an appeal to not only secure more gifts but also increase average gift size.
• Pairing loyalty and channel preference variables helps retain donors by meeting them where they’re most comfortable.

The impact of multivariate mailing on ROI is significant: fewer wasted mailings, higher response rates, and better donor lifetime value. When you stop treating all donors the same, you start seeing results that reflect the true potential of your supporter base.

Overcoming Barriers to Adoption

Some nonprofits hesitate, worrying about complexity, cost, or whether their data is “good enough.” But today’s tools and methods have made multivariate modeling more accessible than ever.

The key is partnering with experts in Donor Science™ who understand both the technical side and the nuances of successful fundraising. They can help you navigate the transition and ensure your models actually improve campaign performance rather than just adding complexity.

The Takeaway

Traditional one-dimensional approaches served nonprofits well in the past, but they’re outdated in today’s data-rich fundraising world. Multivariate modeling—fueled by Donor Science™—offers a smarter, more effective way to connect with donors who are ready to support your mission.

The question isn’t whether you have enough data to make multivariate modeling work—you probably do. The question is whether you’re ready to use that data to transform your direct mail campaigns and turn information into donations. Your donors are complex, multifaceted people. Your targeting strategy should be, too.

What makes Queen such a great band? For one thing, the tone and timbre of their songs are distinctive. Was their sound due to Freddy Mercury? His voice is among the most celebrated in the pantheon of rock singers. Was it the blend of vocals from all members of the band? Well, both things can be true. In their opus, Bohemian Rhapsody, Mercury provides a soulful expression of regret and despair. As the song progresses, his bandmates, Brian May, John Deacon, and Roger Taylor, create an air of tension that builds to an energetic crescendo. An individual singer can create a distinctive identity. At the same time, multiple singers create a unique experience. The same principle applies to predictive analytics—and it’s central to how VeraData approaches donor modeling.

Ensemble analytical models operate like multiple singers. They improve performance by smoothing rough edges and amplifying their combined forecasts. Ensemble models combine two or more predictive models to improve accuracy and robustness. Instead of relying on a single model, they leverage the strengths of various models, often resulting in better overall performance and reduced generalization error. A model created from past performance, wealth, and financial data will offer some predictive qualities. The same is true for performance and propensity data. Performance and giving behaviors will also yield forecasts. Yet, when viewed in the aggregate, the three models offer better predictions of donor behavior than any one model alone. This ensemble approach is one of the foundational elements of VeraData’s Donor Science™ methodology. 

Ensemble models provide three key benefits:

Improved Accuracy

Blending multiple models produces predictions that align more closely with real-world outcomes. Differences between individual models balance each other out, sharpening the overall result.

Reduced Overfitting

When models rely too heavily on narrow training data, they can miss the variety of outcomes we see in practice. Ensemble models counter this by pulling from different data sources, making the predictions more realistic and broadly applicable.

Increased Robustness

Data isn’t always perfect. Missing values, anomalies, or inconsistent sources can throw off a single model. By combining models, those disruptions are minimized, resulting in forecasts that hold steady across uncertainty.

Why This Matters for Donor Science

No single dataset tells the entire donor story. Ensemble models also provide different perspectives, which have the potential to create better outcomes. Ensemble models built from various datasets provide a diverse expression of behavior and characteristics. They enable the model to reflect the actual performance of those individuals.

Like Freddie Mercury, the performance of any single model can be extraordinary. Yet, Queen isn’t the same if it’s only him. The blend of voices, coupled with the musicianship of the rest of the band, creates a unique quality of greatness. Ensemble models contribute their individual predictions to a more effective combined forecast. At VeraData, our Donor Science approach brings these ensemble models together to give nonprofits clearer insights and stronger predictions that lead to better results. Providers who don’t use ensemble approaches may still find value in their analytics—but they’ll miss opportunities for the deeper accuracy and robustness that VeraData delivers.

Written by Tom Hutchison, Product Manager at VeraData

Giving Tuesday is the biggest single-day fundraising opportunity of the year—but let’s be real, the competition is fierce. Every nonprofit is vying for attention, donor inboxes are overflowing, and marketing costs continue to rise. The question is, how do you stand out, break through the noise, and capture not just donations but lasting donor relationships?

The answer is smarter strategy, fueled by actionable insights. That’s exactly why Donor Science™ matters. Donor Science™, powered by AI and advanced analytics, is the innovative advantage nonprofits need to turn Giving Tuesday into a day that delivers results—not just for a day, but year-round.

What’s Holding Back Your Giving Tuesday Growth?

If your Giving Tuesday campaign feels stuck in neutral, you’re not alone. Many organizations run into the same roadblocks. Three pitfalls show up again and again:

1. Relying on last year’s performance alone. Sure, last year gives you benchmarks, but it doesn’t account for shifts in donor behavior, economic factors, or new campaign opportunities. Behavior shifts year to year; last year’s winners aren’t guaranteed to repeat.
2. Treating all donors the same. Motivation, capacity, and timing vary widely across your file. Sending the same message to everyone in your database limits your impact. Disregarding those nuances can hurt your campaign results.
3. Underutilizing your data. You already hold a wealth of information within your donor database, but are you leveraging it fully? Without advanced analytics, key insights often remain hidden.

This is where Donor Science™ can transform your approach. By applying predictive and prescriptive modeling and behavioral analysis, Donor Science™ empowers nonprofits to move beyond guesswork toward precision-based campaigning.

How to Apply Donor Science™ to Your Giving Tuesday Strategy

1. Model Who’s Most Likely to Give—and When

Not all donors are alike, and timing should play a critical role in your Giving Tuesday outreach strategy. By analyzing donation trends—like recency, frequency, and gift behavior—you can predict which donors are ready to give early and which prefer to act later when urgency ramps up.

Take it a step further by layering AI-driven insights and score for timing: what donors will react positively–and perhaps give early—to a warm-up series the week before Giving Tuesday? Which among them tends to convert late on the day? Build cadences around those windows so each donor segment gets messages when they’re most receptive.

2. Match the Offer to the Donor’s Mindset

Effective appeals don’t start with your organization—they start with your donor. Behavioral signals—email clicks, page visits, video views, event attendance, advocacy actions—often say more than gift history alone. Add psychographic and demographic overlays to shape creative, tone, and ask amounts.

Here’s how:

• Tailor ask amounts based on donors’ previous giving behavior.
• Align messaging with donor personas—for example, use urgency and countdowns for last-minute responders, use matching language for higher-capacity donors, or incorporate premiums for value-seekers.
• Refine premium offers or urgency language to resonate with donor intent.

When creative and messaging align with individual preferences, response rates and average gift sizes rise.

Optimize Your Channel Mix

Donor Science™ helps you identify not just what to say, but where. Don’t restrict outreach to your “active” file. Model for response, not just recency. Let data guide where to press: who will convert via email, who needs an SMS nudge, and who benefits from coordinated direct mail support. Set rules to cap contacts and avoid conflicting messages across channels—fatigue is expensive.

Bonus: Giving Tuesday Is Just the Beginning

Giving Tuesday isn’t just a single-day event—it’s the spark for your year-end fundraising strategy. Use your campaign results to refine messaging through December 31st by testing audience segments, fine-tuning creative, and stewarding first-time donors into becoming recurring supporters.

Treat Giving Tuesday as the opening move of your year-end giving campaign.

• Use same-day results and test panels to refine audiences, offers, and creative through December 31st.
• Try quick tests on subject lines, match framing, gift arrays, and landing page layouts.
• Roll forward quickly with your Giving Tuesday test winners to maximize your end-of-year results.

You Already Have the Data. We Can Help You Unlock It.

Your donor data holds the answers to your organization’s Giving Tuesday success. VeraData’s Donor Science™ approach combines AI, machine learning, and human insight to identify, reach, and convert your best donor prospects—with precision, not guesswork. We’ll show you who’s likely to give, when to reach them, what to ask, and which channels to coordinate—so your team raises more while spending smarter.

Ready to see what’s possible?

Direct mail still moves donors. It’s tactile, trusted, and proven—especially when the message feels like it was written for the reader. The problem? Too many appeals look the same to every household. When everyone gets the identical letter, response and revenue suffer.

The fix?  A data-informed strategy powered by AI and Donor Science™. With predictive modeling and behavioral insight, you can sharpen targeting, calibrate the ask, and speak to donors in ways that actually fit their habits and motivations. It’s time to rethink how you plan, write, and mail—starting with the five levers below.

1. Timing Optimization: Mail When Donors Are Most Likely to Give

The right message can fall flat if it arrives at the wrong time. Every donor has their own “giving window,” driven by habits, history, and timing preferences. Rather than relying purely on general patterns like month-of-year tendencies, event cycles, and end-of-year giving, AI-powered analytics can uncover individual timing trends, such as donors who prefer spring campaigns or those who respond during specific annual matching challenges.

By analyzing past donation dates and response rates, you can pinpoint when each donor is most likely to give.

2. Ask Array Calibration: Asking the Right Amount, Every Time

Ever struggled with how much to ask for in a direct mail appeal? Too small of an ask leaves revenue on the table, while an ask that’s too large can alienate a potential donor. This is where the power of an ask array comes in. It matters because it anchors the donor’s choice. 

Donor Science™ flips guesswork into strategy by examining a donor’s past gift amounts, frequency, giving trajectory, upgrade velocity, and response to matches to suggest the right range. AI can generate donor-specific gift tiers that scale to meet each donor where they are. The result? Confidence-boosting gift tiers that drive higher average donations without overstepping.

3. Retention and Reactivation Strategies: Keep and Win Back Donors

Retention matters. And so does reactivation. Your donor data holds the key to prioritizing both.

Use your file to spot two critical groups:

• Loyal donors who deserve stewardship touches, impact updates, and soft asks.
• Lapsed donors who need a clear and compelling reason to return.

Build segments accordingly: VIP stewardship letters with previews of upcoming initiatives; reactivation packages that acknowledge time away, reduce giving friction with simplified reply devices, and offer a timely match. Right segment, right tone, better long-term value. Donor Science™ models estimate attrition risk and the likelihood of re-engagement. 

4. Customized Acknowledgments and Follow-Ups: Show You Know Them

When was the last time you received a thank you message that felt personal? A fast, thoughtful thank you sets the stage for the next gift. Reference what’s true for that donor—last gift date, amount, event attendance, or an action they took beyond giving. Tailored acknowledgments reaffirm to donors that they’re more than an ID number in your database—they’re partners in your mission.

These small but meaningful actions build lasting trust and generosity.

5. Message Testing: What Works, for Whom

Direct mail isn’t an exact science—it’s an evolving strategy. A/B testing allows you to experiment with variables. Try variations in outer-envelope teaser, headline, letter signer, premium, and call-to-action. Different segments react to different messages: urgency language for late responders, impact storytelling for mission-driven supporters, match framing for higher-capacity households.

Use Donor Science™ to read the results quickly and roll winners forward. Remember, even small tweaks—like a revised headline or a clearer reply device—can deliver a better result.

Direct Mail Powered by AI and Donor Science™ Delivers

Properly used, AI and Donor Science™ can take your direct mail to another level. Rather than sending generic mass mail, you can connect with donors in ways that differentiate your organization and make a personal connection. You can fine-tune timing, individualize messaging and ask strategies, and otherwise customize each supporter’s communications experience to unlock deeper relationships and boost retention rates. A well-executed mail program can make your donors feel more connected to your mission—and raise more money for your good work—than ever before.

Recognition Underscores VeraData’s Role as an AI Pioneer and Mission-Driven Partner to the Nonprofit Sector

FORT MYERS, FLORIDA, August 12, 2025 – Inc., the leading media brand for entrepreneurs and business leaders, today announced that VeraData has been ranked No. 532 on the 2025 Inc. 5000, its annual list of the fastest-growing private companies in America. VeraData also earned a No. 17 ranking in Artificial Intelligence & Data—standing out as one of the top companies in that category and the only one focused exclusively on the nonprofit sector.

Earlier this year, VeraData was also named one of Inc.’s 2025 Best Workplaces, recognizing its people-first culture alongside its performance-driven growth.

This dual recognition—from both the Inc. 5000 and the Best Workplaces list—is especially meaningful for VeraData, which has been a pioneer in applying AI and Machine Learning to nonprofit fundraising since 2007. As the first to bring AI into the nonprofit space nearly two decades ago, VeraData has demonstrated the transformational power of predictive technology—not just in theory, but in measurable client results. While many companies are just beginning to explore AI’s potential, VeraData’s models have been proven in market year after year.

The Inc. 5000 provides a data-driven snapshot of the most successful independent companies—those shaping the future across industries and regions. Past honorees include organizations such as Microsoft, Meta, Chobani, Under Armour, and Patagonia.

“Being named to the Inc. 5000 is a powerful affirmation of our mission and the clients we serve,” said Michael Peterman, CEO of VeraData. “This milestone reflects the trust nonprofit organizations place in us to deliver smarter fundraising strategies and measurable impact through Donor Science™.”

This year’s Inc. 5000 honorees have achieved remarkable growth despite ongoing economic headwinds, labor market shifts, and inflationary pressure. They represent the entrepreneurial spirit that drives American innovation and recovery.

“Making the Inc. 5000 is always a remarkable achievement, but earning a spot this year speaks volumes about a company’s tenacity and clarity of vision,” said Mike Hofman, editor-in-chief of Inc. “These businesses didn’t just weather the storm—they grew through it.”

The 2025 Inc. 5000 Conference & Gala will be held October 22–24 in Phoenix, celebrating all honorees across the list. VeraData will be recognized alongside the other companies who are driving innovation and growth in their industries. The full list, including searchable profiles by industry, region, and ranking, is available at www.inc.com/inc5000.

About VeraData

VeraData is The Donor Science Company™, pioneering the use of AI, Machine Learning, and behavioral data to help nonprofits acquire more donors and generate more revenue. With a full suite of capabilities spanning predictive analytics, creative strategy, direct mail production, and data-driven optimization, VeraData equips mission-driven organizations with the tools to turn insights into impact. Headquartered in Fort Myers, Florida, VeraData helps nonprofits achieve stronger results through smarter fundraising strategy.

When it comes to direct mail fundraising, sending the right direct mail package to the right prospect list isn’t just a nice-to-have — it can make the difference between a successful campaign and one where your appeal goes straight into the recycle bin.

If you’ve mailed both straight appeals and premiums all in an effort to boost response rate, you’re not alone. But with premiums coming at a higher cost and straight appeals declining in response rate, you’ve probably wondered who should get what in order to maximize responses. Using our Donor Science™ Package Preference model to identify who should be getting what package is the key to increasing your ROI and your impact.

Understanding Your Lists and Audience

A Straight Appeal List refers to groups of donors who support organizations based solely on their mission, rather than receiving an incentive or gift in return. These are individuals who respond to donation requests without promotional items. This indicates they feel close to the cause itself. Because of this, they have a higher lifetime value and therefore are more profitable to attract and retain. They may have a higher up-front cost to acquire, but the 12+ month ROI is better for the long-term health of the charity.

Conversely, a Premium Appeal List is composed of individuals who are motivated to give when presented with a tangible incentive—such as tote bags, calendars, or return address labels—alongside the donation request. These donors often view the premium as the key driver behind their decision to contribute, linking their support to the receipt of a gift rather than solely to the mission of the organization. Sometimes, the premium has an important role in getting your message seen by potential donors. Dimensional mail is a surefire way to get your mailpiece opened. But renewing premium donors can be expensive. Often, (but not always), they need to receive another incentive to give again, and the cycle continues. Their initial response often reflects a transactional approach to philanthropy. But premiums can also enhance the organization’s brand and provide a constant reminder of the charity when used by the recipient. They often have a lower up-front cost to acquire, but long-term value is also lower.  Herein lies additional value of the Package Preference models…identifying who can be converted to predominantly straight appeal communications successfully moving forward.

Both types of packages have a role to play in direct mail fundraising. Expanding the top of the donor funnel through both tracks provides the greatest opportunity to bring in more mid-level and major donors. Ultimately, using data to drive the optimal financial formula for your organization is the fastest and most effective path to prosperity.

Having a trusted list broker with advanced data and Ai abilities will help navigate the path to the correct list choices. 

The Role of Data Analytics

While knowing the source of your acquisition lists is a key to informing your package choices, it should be thought of as an important data point, but not the whole story. It’s important to use deeper and more nuanced donor analysis to fine-tune your strategy.

Oftentimes, individuals who have given to your non-premium campaigns are your best donors, because they’ve given in response to a straight appeal. This can be an indicator that they are “mission-driven.” Those who gave to premium offers, on the other hand, are sometimes less committed. Their giving may be more quid pro quo-driven, i.e. “you gave me a premium or a high-touch package – so I feel a sense of guilt to give you something back.”

With this in mind, you may acquire more donors with a Premium package, but not necessarily your best donors. In fact, premium packages tend to get a higher response, but the trade-off is that the average gift is much lower.

Integrating Donor Science™ and data analytics can significantly refine how you match the donors you’ve acquired with the right offers. Using a Package Preference model, you can analyze past campaign performances to better understand how to segment your file by package type. This analytical approach not only saves time and resources but also enhances the precision of your fundraising efforts.

That’s why it’s key to drill down deeper using Data Analytics.

The Package Preference model plays a critical role in optimizing campaigns by eliminating guesswork and maximizing efficiency. By analyzing donor behavior and scoring individuals based on their likelihood to respond to either a straight appeal or a premium, organizations can make confident, data-driven decisions. This approach allows organizations to increase response, lower costs, and create better long-term value. Rather than relying on random sampling or manual sorting, the model delivers precise segmentation that saves time and boosts return.

Custom modeling driven by Ai identifies which variables matter most, removing the need to manually interpret layers of donor data. By analyzing real-time donor signals and applying them to the model, organizations can act with confidence, targeting each segment based on what will drive the strongest response. This isn’t just refinement—it’s a smarter way to campaign.

It Works Every Time

Case Study: Using Renewal Package Preference Models to Fine-Tune Strategy

A national children’s health organization set out to better understand their donors and their motivation for subsequent giving. All donors were acquired with a coin and labels. Their question was simple: “Could they renew a portion of their active donor file without sending additional coins or other premiums?”

VeraData built two renewal models to identify premium and non-premium donors. The renewal audience was scored using both models. The premium package model created a 14% lift in response rate compared to the RFM segment: 3.89% to 4.42%.

The Renewal Non-Premium Model delivered similar value, with a 15% lift in response compared to the RFM segment, 1.32% to 1.51%. More importantly, the Non-Premium model was able to identify higher-dollar donors. The average gift increased from $16 to $30. These higher-dollar donors are now on a track to become better prospects for this organization’s mid-level program.

In the End, Let Data Lead the Way

Matching the right donors to the right direct mail package is more than a tactical step—it’s a strategic decision that can shape the success of your campaign. The old school of thought is that how someone is acquired is how they renew. We’ve learned through Ai and ML that’s not necessarily the case in every instance. There are segments of donors that don’t need additional premiums in order to renew their support. We can help you find them.

VeraData Holdings Recognized as One of Inc.’s Best Workplaces of 2025

Company culture, team engagement, and performance excellence earn national spotlight

[Fort Myers, FL] – June 17, 2025 — VeraData Holdings is proud to share that it has been named to Inc.’s 2025 Best Workplaces list, a prestigious recognition that celebrates companies nationwide for their outstanding commitment to employee satisfaction and workplace culture.

The annual list, which appears on Inc.com and in Inc. Magazine, highlights organizations that have successfully cultivated environments where people feel valued, supported, and empowered to do their best work. Whether operating in-person or remotely, these companies represent the gold standard of workplace success.

VeraData was selected through a rigorous process managed by Quantum Workplace, which included a detailed employee survey assessing key areas such as leadership quality, team dynamics, benefits, growth opportunities, and workplace culture. An additional audit of company perks and policies helped determine final scores. This year, VeraData joins a select group of 514 companies across the country who are setting the bar for what a thriving workplace looks like.

“Of all the awards and recognition that we have received over the years, I am most proud of this one. It highlights and underscores our core values around people and our team. Our growth and our success are a function of our workplace culture. Sir Richard Branson said it best: “Clients do not come first. Employees come first. If you take care of your employees, they will take care of the clients.” — Michael Peterman, CEO and Co-Founder of VeraData

VeraData Holdings offers end-to-end fundraising and campaign strategy services. From data modeling that blends advanced AI and Machine Learning to uncover deep behavioral insights through Donor Science™ to campaign channel, messaging, web development, and branding services as well as direct mail fulfillment — nonprofits are able to optimize fundraising strategies and drive impact with confidence and precision from one single partner.

“Inc.’s Best Workplaces program celebrates the exceptional organizations whose workplace cultures address their employees’ welfare and needs in meaningful ways,” says Bonny Ghosh, editorial director at Inc. “As companies expand and adapt to changing economic forces, maintaining such a culture is no small feat. Yet these honorees have not only achieved it—they continue to elevate the employee experience through thoughtful benefits, engagement, and a deep commitment to their teams.”
 
To view the full list of winners, visit Inc.com.

About VeraData Holdings
The VeraData Holdings Group is a family of fundraising companies grounded in the discipline of Donor Science™ — bringing a full spectrum of AI-driven fundraising services to the nonprofit sector. Their ecosystem is designed to help make the most intelligent decisions from donor acquisition and retention to creative design and execution through advanced production and logistics. They leverage data and science to grow philanthropy as a sector and as a percentage of GDP. For more information, visit VeraData.com.

If you’ve ever poured your energy into a great direct mail appeal only to feel like the response was just okay, you’re not alone. But before you start testing other variables to improve response rate, there’s one smart tactic that’s often overlooked: the strategic second drop — also known as ReMail™.

When done well, ReMail™ can give your original appeal a second wind. It’s not just a repeat; it’s a second chance to be seen, read, and responded to. The key is knowing who to send it to so it feels relevant and warranted, not annoying.

The Why: Understanding the Impact

Let’s face it — mail gets missed. People are busy. The first time around, your envelope might have been buried in a pile, opened and forgotten, or set aside for later… and never returned to. ReMail™ puts your message back in front of those individuals who may have been interested but didn’t act.

It also adds urgency, which can move people from “I meant to give” to “I’m giving now.” In many campaigns, ReMail™ can lift total response by 30% – 50%.

The Who: Not Everyone Should be ReMailed

ReMail™ uses Donor Science™ and a refined scoring system to analyze how recipients responded to the first drop of a campaign, allowing you to zero in on the segment most likely to respond to a second mailing. This isn’t about simply resending your original package—it’s about identifying the top-performing slice of your list and adjusting the message to boost its appeal. Depending on how your initial drop performed, the ideal second-drop audience could be 20% or it could be 40%, it all depends on the results of the custom-built ReMail™ model and the associated scores. 

  
This data-backed approach ensures that your second touch feels intentional and well-timed, rather than repetitive. Simple tweaks to the control package, such as adding the words “Gentle Reminder” on the outer envelope, can add impact. If you sent a premium in the first campaign, do not send a second premium, but rather ask, “Did you receive our gift?”

ReMail™ campaigns routinely outperform the initial drop, helping nonprofits get more value from their acquisition investments and increasing response rates without the need to reinvent the entire campaign.

The When: Timing is Everything

So, when’s the right moment to drop that follow-up appeal? Too soon, and it can feel like you’re pestering donors. Too late, and the window of relevance might have passed.

A good rule of thumb is to send a ReMail™ about 2 to 4 weeks after the first drop. That gives enough space for your original message to breathe — and for people to realize they haven’t acted on it — without losing the thread entirely.

Also, think about what else is happening on the calendar. If you’re heading into a fiscal year-end, a match deadline, or a holiday giving season, lean into those dates in the timing and message.

The How: Refining Your Approach

To ensure your ReMail™ strengthens your fundraising strategy rather than dilutes it, consider tweaking elements of your package. The envelope, headline, or the call-to-action—each of these offers an opportunity to refresh your message and capture attention.

A redesigned envelope—perhaps with a bold color or unique size—helps it stand out instantly. Inside, updating your headline to focus on a new aspect of your message or a different story can draw renewed attention. Finally, adjusting your call-to-action adds variety; if the first appeal stressed urgency, the second might highlight progress already made, reinforcing how continued support drives results. These thoughtful changes signal that your message has something new to say, encouraging recipients to take another look and stay connected to your cause.

The Real: ReMail™ In Action

When one of our nonprofit clients came to us facing declining acquisition response rates, they knew it was time for a fresh approach. For FY25, they partnered with us to breathe new life into their donor acquisition efforts using our Donor Science ReMail™ strategy — a targeted, second-touch approach driven by eight years of campaign and responder data. Rather than defaulting to a traditional “send more” mindset, we let the data lead. Our ReMail™ model carefully identified which prospects were most likely to respond to a second mailing and prescribed the ideal volumes for both the initial and follow-up drops.

The results were immediate and impressive. The first drop of the fall campaign saw a 50% lift in response rate, while the second drop — powered by ReMail™ — brought in a 58% Year Over Year increase. With smarter outreach, the client didn’t just grow their donor file — they added 39% more new donors and saw a 58% jump in revenue. ReMail™ isn’t just about mailing again; it’s about mailing smarter. By focusing only on the people who are most likely to respond, our clients see better returns, stronger acquisition, and a clear edge in an increasingly competitive fundraising environment.

Avoiding the “Repeat” Trap

Your ReMail™ shouldn’t feel like you’re bugging the same people over and over. Done right, a ReMail™ strategy should differentiate between who responds to a second touch and who doesn’t. With the Donor Science ReMail™ model, you’re cutting out those who have already responded and those who aren’t likely to respond to another appeal. You’re cutting out the non-responders before anything goes in the mail.

Done thoughtfully, ReMail™ isn’t redundant — it’s strategic. It says to your audience, “This matters. We still need you.” And sometimes, all someone needs is that one more nudge.

Let’s face it – in the nonprofit world, every dollar counts, especially when it comes to fundraising. But in your pursuit of efficiency, you’d be wise not to dismiss direct mail as it remains a powerhouse channel if you do it right. The secret? It’s not about how much you spend, but where you spend it.

Media Science: Your Budget’s Best Friend

Direct mail can get expensive fast—from sourcing those perfect premiums to managing the whole production process. That’s where Media Science can be a game changer.

By tapping into our extensive network of manufacturers, we simplify purchasing and dramatically cut direct mail costs. How? We partner with top-tier providers to get the most competitive rates, optimize your postage through volume discounts, and focus on quality materials that make your organization shine and your donors take notice. It’s a blend of strategic thinking and scientific precision that’s reimagining how print production works – all to amplify your nonprofit’s impact.

Let Your Donor Data Do the Heavy Lifting

Think of your data as your secret weapon for doing more with less. Investing in quality donor data analysis doesn’t just clean up your mailing list – it unlocks hidden potential by identifying the people who truly connect with your cause and your goals.

Smart technology makes this possible. When you use advanced analytics to dig into your data, you’ll spot trends, habits, and giving patterns you might have missed before. By focusing your resources on those most likely to support you, you maximize impact while minimizing waste. In the current economy, that’s not just smart – it’s essential.

Tell Stories That Stick

Never underestimate the power of a good story. Talented copywriters transform your message from a simple ask into a compelling donor-centric narrative that weaves in your mission and its real-world impact. This is definitely not where you want to cut corners!

Investing in skilled storytelling ensures your message resonates deeply and creates genuine connections with your audience. Remember, people don’t donate to organizations – they donate to causes they feel emotionally invested in. Nothing builds that emotional bridge better than a story that touches the heart.

Print and Postage: Being Savvy Without Sacrificing Quality

You can make smart choices with print materials that lead to significant savings. Choose cost-effective printing options that are well thought out but not overly fancy. Use good quality materials but don’t over do it. Being too slick is a no-no in the nonprofit world where donors are more interested in good stewardship and having their dollars fund great programs, not expensive-looking marketing and advertising pieces.

And don’t forget about postage – planning strategically to leverage bulk rates can dramatically reduce your mailing costs. It’s about being smart with every piece you send out, making sure each one has the best chance of generating a return.

Dive Deeper With Donor Segmentation

Going beyond basic demographics to segment your mailing list can work wonders for your campaign’s efficiency. This deeper dive allows you to craft more personalized communications that speak directly to different segments of your audience.

Using technology to fine-tune your segmentation means your message lands with more relevance, increasing the chances of engagement and support. It’s like having multiple conversations instead of one generic broadcast.

Keep the Conversation Going With Follow-Up

The relationship doesn’t end when you drop the mail. Follow-up campaigns, especially when integrated with tools like ReMail™ (follow-up pieces to your most responsive supporters) – boost your direct mail efforts and keep the dialogue open. Think of it as building a narrative with your audience that extends beyond a single letter or package.
Following up is a strategic investment in sustaining engagement and nurturing those potential long-term relationships with your donors – and that’s where the real value lies.

ReMail™ is a data-driven, customized, second-drop approach to maximize response rates and grow an organization’s donorbase through personalized targeting, enhanced recall tactics, and strategic content adjustments. It uses a Machine Learning/Ai model to prescribe the desired mail volumes and audiences who will respond most effectively to a second-touch campaign.

By identifying the audience most receptive to a second-touch piece, you can increase the likelihood of engagement and response and outperform the first drop. This strategic outreach always exceeds the initial drop rates by going beyond traditional approaches to follow-up campaigns.

A Real-World Success Story

One of our health-focused clients faced a common challenge: rising costs were threatening the quality of their premium gifts. They wanted to maintain brand excellence and build stronger donor relationships without breaking the bank.

The problem? Bulky, low-quality nylon totes shipped in oversized packages that weren’t connecting with donors – all while costing over $2 per item.

Our team rolled up our sleeves and applied our Production Science expertise. We analyzed the old campaign and completely reimagined their approach. Through strategic sourcing and smart negotiation, we not only improved the tote’s quality but also slightly reduced its size to save on materials without impacting a recipient’s perceived value.

The results: a 21% reduction in production costs, 45% savings on postage, and a 28% decrease in overall expenses. Even better, this approach strengthened the client’s brand integrity, proving it is possible to have both quality and savings. This is just one powerful example of how innovative thinking can help nonprofits make their resources go further without short-changing the communities that support them.

Where to Spend and Where to Save

Smart direct mail fundraising isn’t about slashing budgets—it’s about strategic allocation. Invest in donor data, compelling storytelling, and targeted follow-up. Cut costs on printing and postage through informed decisions and bulk strategies. In today’s resource-constrained environment, this balanced approach delivers what matters: better donor connections and stronger fundraising results.

For fundraisers walking that financial tightrope (and who isn’t these days?), embracing modern technologies isn’t just a lifeline—it’s your pathway to greater impact and deeper donor connections. And with a few smart adjustments powered by technology, you can actually turn your budget constraints into opportunities for growth.

Smart Data Utilization: Finding Gold in Your Donor Database

When resources are tight, precision becomes your superpower. The secret to optimizing donor engagement starts with putting your data to work. Through Ai and Machine Learning, you can dig through your donor database to find those hidden gems—the supporters most likely to engage and give. This targeted approach ensures every dollar you spend on direct mail reaches people who actually want to hear from you, dramatically improving your return on investment. When budget cuts loom, let your data be the North Star guiding each decision.

For example, Machine Learning can look at Predictive Giving Propensity, analyzing historical donor data to determine a supporter’s likelihood of giving to your upcoming campaigns. This analysis can look at multiple factors including frequency and size of previous donations, the time of year donations are made, and engagement with past fundraising efforts (across multiple channels), etc., to pinpoint donors who are most primed to give.

Machine Learning can also be used to segment donors based on their projected lifetime value (LTV). This involves analyzing past giving behavior, engagement frequency, and even demographic factors to estimate how much a donor will give over their lifetime. Donors with higher LTV scores are more likely to respond positively to future solicitations, making them ideal candidates for targeted direct mail. By focusing your mail outreach on these high-value donors, you can ensure that your limited resources are spent on donors most likely to provide long-term support.

Embracing Bulk Mailing Benefits: Stretch Your Dollars More

One of the most practical ways to contain costs without sacrificing reach? Tapping into bulk mailing discounts. By understanding and meeting USPS criteria for bulk mail, your nonprofit can significantly slash mailing expenses. This strategy does more than save money—it ensures your message reaches more people efficiently and quickly. The path to optimization is often paved with smart choices that align perfectly with strategic financial planning.

Experimenting Leads to Innovation: Make Your Envelopes Irresistible

In the competition for donor attention, your envelope is your first impression. A period of financial belt-tightening is actually the perfect time to experiment with envelope designs that increase open rates without breaking the bank. Maybe it’s a splash of color, an interesting texture, or eco-friendly materials that catch the eye—small innovations can lead to big jumps in engagement. This creative experimentation captures the spirit of doing more with less, turning limitations into a playground for innovation.

Digital Reinforcement: Keep the Conversation Going

Adding digital follow-up after your direct mail campaign multiplies its impact exponentially. This approach keeps the conversation with your audience flowing, reinforcing your message and building a community around your cause. Digital platforms offer scalable, budget-friendly ways to extend your story, bridging traditional and modern outreach. When facing budget reductions, digital tools become your best allies for adaptability and reach.

This Does Work. We Can Prove It!

We helped an educational organization seamlessly blend their direct mail efforts with digital marketing and saw results that were extraordinary. By strategically integrating these two approaches to acquisition, this client was able to achieve remarkable outcomes, more than doubling response rate.

The Challenge

This educational nonprofit faced the challenge common to many mission-driven organizations: reaching and acquiring donors at a palatable cost. They sought an approach that would not only resonate with long-time supporters but also attract new donors in a meaningful, modern way.

The Solution: Combining the Tried-and-True with the New

Recognizing the enduring appeal of direct mail, this nonprofit leveraged it to maintain that vital physical connection with their supporters. Personalized appeals and vivid imagery brought their cause to life in the hands of prospects. Simultaneously, they embraced the potential of digital marketing. By employing an additional touch of paid search and social ads, they extended their reach exponentially. This dual approach allowed them to capture the attention of a tech-savvy audience while continuing to build on the trust established through traditional methods.

The Results

Response rate more than doubled. The combination of direct mail’s tactile engagement and the broad outreach of digital efforts led to a significant increase in the number of new gifts. Each piece of communication reinforced their message of educational empowerment, fostering a sense of community and shared purpose among donors.

As we look ahead, let this success story serve as a reminder: the future of nonprofit fundraising lies in the thoughtful combination of tradition and innovation. By continuously exploring new ways to connect with donors, organizations can amplify their impact and drive meaningful change in the world of education and beyond.

Continuous Learning: Getting Better Every Time

Every challenge faced and every campaign completed offers valuable lessons. In an era where budget cuts have become the norm, adopting a mindset of continuous improvement is essential. Analyzing the outcomes of each initiative helps refine your strategies, ensuring that even with limited resources, your organization can thrive and continue making a meaningful impact.

As we navigate through financial constraints, the future of nonprofit fundraising remains bright with promise. Blending technology with traditional methods opens new doors to efficiency, engagement, and effectiveness. Let’s view budget cuts not as roadblocks but as catalysts for innovation and growth. Together, we can redefine what’s possible, turning constraints into stepping stones toward a more impactful and connected future.