We are monitoring closely proposed changes to the United States Postal Service (USPS) and how such changes may impact your direct mail fundraising program.
The most significant proposals include elimination of Saturday delivery and changes to First Class service that would eliminate overnight delivery and extend the delivery window beyond its current three-day maximum.
Elimination of Saturday delivery requires Congressional approval. Lawmakers representing rural constituents have raised serious objections to the proposal, and its future is uncertain at this time.
Changes to the delivery schedule for First Class mail can be implemented without Congressional approval and are tentatively scheduled to take effect this spring.
Elimination of Saturday delivery would be the most problematic for your direct mail fundraising program. Mail that is currently spread out over six days would be delivered in just five. This would increase the number of mail pieces your donors receive on any given day and intensify the competition for their attention.
Going from six days to five would also increase the amount of time it takes for mail to reach donors. This would have some impact on the speed with which returns are received by you.
The changes to the delivery schedule for First Class mail will pose fewer complications. Currently, Third Class postage is used for the overwhelming majority of direct mail pieces you send to donors and potential donors. Only a small portion of high-dollar names, monthly sustainer bills, and some acknowledgments receive First Class outbound treatment. However, the adjustments to the First Class delivery schedule will impact the return rate of BRE, or Stamped Reply Envelope mail to your lockbox operation.
Recommendations and Initiatives
1) Continue to collect email addresses and telephone numbers.
2) Maximize the use of Third Class postage.
3) Continue to refine segmentation.