Lyons Direct Communications - Measuring Success

New: Improving Response: Relationship Building

Measuring Success Lyons Direct staff understands that non-profit budgets are tight and every dollar counts. We have been in your shoes—and know that every dollar you invest in direct mail needs to work as hard as possible. That is why we take the analysis part of any campaign very seriously.

It is our goal to learn as much as possible about each program so that the next mailing will build on the last mailing, making it more successful than the previous one. At Lyons Direct, we analyze mailing results looking at the following statistics to make recommendations for future campaigns:

Percentage of return
Average gift amount
Number of responses
Cost per piece
Cost per donor acquired
Cost to raise a $
Earned income
Comparison vs. other mailings
Net income
ROI
SCF analysis

Direct mail is a measurable tool if performed correctly. Not analyzing results defeats the purpose and invalidates the expense.