While snail mail may not generate the high responses it once did in the pre-digital communications era, a well-run direct mail program can still net significant revenue, and serve as a primary driver of higher member-retention rates and new-member acquisition.

What direct mail can do for your program Deliver positive net revenue Deliver more donors who stick with your station longer at an efficient cost (year-over-year retention from direct-mail donors is typically more than twice as high as on-air, non-sustainer donors) Reach a prime public-radio fundraising demographic that still reads and responds to mail Most stations are not maximizing the true net value of their direct mail programs, in large part because of the budget…