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| Author: | Stanford, R. |
| Title: | Fundraising vs. contributor prospecting tradeoffs in direct mail response rate management: a linear programming analysis |
| Journal: | Journal of Direct Marketing
1996 : AUTUMN, VOL. 10:4, p. 8-18 |
| Index terms: | DIRECT SELLING RESPONSE RATE MANAGEMENT |
| Language: | eng |
| Abstract: | A linear programming model is developed and used to determine the monetary tradeoffs between fund raising and new contributor prospecting in direct mail charitable solicitation. This model considers both short- and longterm decision-making objectives, and incorporates operating constraints such as limitations on mailing expenses and variations in mailing list response rates. The contribution of the model is improved understanding of the tradeoffs between fund raising and contributor prospecting, in specific dollar terms. |
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