Wiland Blog

With direct mail costs still rising, your donor acquisition campaigns must be as productive and cost-effective as possible. So how can you focus on reaching only the people with the highest likelihood to give to your organization and avoid wasting precious fundraising dollars on unresponsive names?

Our recent webinar, Immediately Improve Your Acquisition Results: Leveraging AI-powered Post-Merge Optimization in Your Next Direct Mail Campaign, provided some urgent, actionable advice to fundraisers. Wiland experts Roger Hiyama, Jennifer Honadel, and Olivia Smith described how nonprofits like yours can save significantly on direct mail campaigns while boosting response rates with Wiland’s AI-powered Post-Merge Optimization solution.

Here’s a snapshot of how Post-Merge Optimization works.

Send your net file to Wiland prior to mailing. In most cases, we’ll have the results back to you within 48 hours.

Wiland applies AI-enabled predictive modeling leveraging our vast donor data to rank names. We already know a lot about people on your list—whether it came from Wiland or somewhere else—and our model can predict model both likeliness to give and probable size of donation.

Retain your best names and drop your worst names. This is where the savings can be found. Identifying the least valuable names on your list before you mail (instead of after) saves you paper costs, postage costs, and maybe some regrets.

Mail your optimized list while retaining or redirecting the savings. Maybe you’ll choose to use those savings to focus on more effective audiences or channels. Perhaps you’ll reallocate it to digital co-targeting—since the one-two punch of direct mail pieces followed by digital impressions has been proven to work.

You can watch the on-demand version of the webinar (and download the associated slides and handouts) below. We think fundraisers from organizations of all sizes will find actionable advice that they can use right away in their direct mail campaigns.

Webinar Presenters