I’m realizing that the response rate on our donor appeals is not nearly high enough. But do I compare year over year? Mailing over mailing? Some donors will only respond 1x a year, but if I mail them 3x a year, that will affect my response rate.

I’d really love to learn more about the numbers behind the data so I can do a proper analysis and then perhaps some potential courses of action will become more clear.”

Here’s my answer: