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    A while back I realized that measuring the effectiveness of direct mail fundraising campaigns is a lot easier than I’d thought.

    I was confused by all the formulas and ratios, and was never sure which numbers were more important than the others. Cost Per Piece, Cost to Raise a Dollar, Return On Investment, Average Gift, all of these and at least six other metrics kept me in a state of anxious ignorance. I was never sure where I needed to start my calculations.

    Now I kn

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    a lot easier than I’d thought.

    I was confused by all the formulas and ratios, and was never sure which numbers were more important than the others. Cost Per Piece, Cost to Raise a Dollar, Return On Investment, Average Gift, all of these and at least six other metrics kept me in a state of anxious ignorance. I was never sure where I needed to start my calculations.

    Now I k

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    r sure which numbers were more important than the others. Cost Per Piece, Cost to Raise a Dollar, Return On Investment, Average Gift, all of these and at least six other metrics kept me in a state of anxious ignorance. I was never sure where I needed to start my calculations.

    Now I k

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    Return On Investment, Average Gift, all of these and at least six other metrics kept me in a state of anxious ignorance. I was never sure where I needed to start my calculations.

    Now I k

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    te of anxious ignorance. I was never sure where I needed to start my calculations.

    Now I know, and I thought I’d pass on to you what I discovered in what I suppose I could call an epiphany.

    I discovered that, to track the effectiveness of any direct mail campaign, all you need to start with are four numbers. Once you know what these four numbers are, you can perform every calculation you need to measure your costs, revenue and return.

    These four numbers are the

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