Annual Giving Programs & Direct Response Flashcards
7 cards from real CFP practice questions. Tap to flip, then mark Knew It or Still Learning — missed cards come back until you master them.
Read the first 7 Annual Giving Programs & Direct Response flashcards as text
In direct mail fundraising, what is a 'control package'?
Answer: The best-performing mail package used as the baseline for testing new approaches
A control package is the proven, best-performing direct mail package that serves as the standard against which all new test packages are compared.
What does the RFM model stand for in donor segmentation?
Answer: Recency, Frequency, and Monetary value
RFM stands for Recency, Frequency, and Monetary value—a model used to segment donors based on when they last gave, how often they give, and how much they give.
What is the typical response rate for a direct mail acquisition appeal sent to a cold list?
Answer: 0.5–2%
Direct mail acquisition appeals to cold (rented or exchanged) lists typically yield a response rate of 0.5–2%, which is why acquisition is expensive and long-term retention is critical.
Which of the following best describes a 'matching gift challenge' in an annual fund campaign?
Answer: An arrangement where a lead donor matches all gifts up to a set amount to motivate broader giving
A matching gift challenge is when a lead donor agrees to match all gifts up to a specified amount, creating urgency and encouraging other donors to give.
What is the 'ask string' in a direct response fundraising appeal?
Answer: The specific sequence of suggested gift amounts offered to a donor
The ask string is the sequence of specific dollar amounts suggested in a solicitation, typically based on the donor's giving history, to guide them toward an appropriate gift level.
Which of the following is a key advantage of digital/email fundraising over direct mail?
Answer: Lower cost per dollar raised and faster response measurement
Digital and email fundraising offers significantly lower cost per dollar raised and enables rapid deployment and near-real-time response measurement compared to traditional direct mail.
What is a 'phonathon' or 'telefunding' program in the context of annual giving?
Answer: A telephone-based solicitation program targeting annual fund donors and prospects
Phonathons are telephone-based solicitation programs where callers—often volunteers or paid staff—contact annual fund prospects and donors to ask for gifts.