Check out The Agitator blog of Monday, November 14, 2011. Roger Craver talks about inventing the direct mail “ask string” – and focusing on the Highest Previous Gift (HPG). And he tells us that current research says “no dice.” Instead of the HPG, use the Most Recent Contribution (MRC) for acquisition and reinstatement. And use the average gift for the active donors in your file.
Kevin Schulman at DonorVoice explains why in his post of November 3, 2011. If you use direct mail – and pretty much everyone does – read Kevin’s post.