In list terminology, a cell is a statistical unit or units, a group of individuals selected from a file on a common basis and isolated as a group.
See more definitions at the Glossary of Direct Mail Fundraising
Dear Alan, What are “cells” in direct mail fundraising?
August 31, 2009 By 1 Comment
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https://www.opm.gov/cfc/html/qfd.asp
Check out this site. ‘ ten questions donors have’ and you can find the percentage you are looking for.