CFP Annual Giving Programs & Direct Response 2

Question 1

In direct mail fundraising, what is a 'control package'?

Accepted Answer

The best-performing mail package used as the baseline for testing new approaches

Answer

A control package is the proven, best-performing direct mail package that serves as the standard against which all new test packages are compared.

Question 2

What does the RFM model stand for in donor segmentation?

Accepted Answer

Recency, Frequency, and Monetary value

Answer

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.

Question 3

What is the typical response rate for a direct mail acquisition appeal sent to a cold list?

Accepted Answer

0.5–2%

Answer

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.

Question 4

Which of the following best describes a 'matching gift challenge' in an annual fund campaign?

Accepted Answer

An arrangement where a lead donor matches all gifts up to a set amount to motivate broader giving

Answer

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.

Question 5

What is the 'ask string' in a direct response fundraising appeal?

Accepted Answer

The specific sequence of suggested gift amounts offered to a donor

Answer

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.

CFP - Certified Fundraising Professional Practice Test

CFP - Certified Fundraising Professional Practice Test

CFP Annual Giving Programs & Direct Response 2