Data card: Detailed description of a mailing list, supplied by list brokers and list owners.
Decoy: A unique name inserted into a mailing list so that the list owner can verify that the mailing list is used according to the terms of the list rental agreement. If a non-profit organization mails letters to a rented list more times than it is allowed to, the list owner will know because the decoy names in the list will receive each mailing, and notify the list owner of what is going on.
Donor acknowledgement: The act of responding to gifts from donors, usually with a receipt or thank-you letter.
Donor acquisition cost: The cost of a mailing after gross income has been subtracted, divided by the number of donors acquired, and expressed in dollars and cents per donor acquired.
Donor conversion:The process of encouraging one-time donors (usually acquired through an acquisition mailing) to give again and become regular supporters of the organization.
Donor cultivation: The long-term process of nurturing donors towards higher levels of understanding, commitment and giving.
Donor file: A computer database containing the names, addresses and donation history of a non-profit organization’s donors.
Donor renewal: The process of approaching individuals who have given donations before, inviting them to renew their support with another gift.
Donor retention: The process of encouraging donors to remain active and continuing supporters of an organization.
Double Opt-In: The process of requiring subscribers to an email list to confirm their membership before being added to the list. Subscribers opt-in once by subscribing to the list, and opt-in the second time by confirming their subscription.
Drop date: The calendar date when a direct mail campaign is to be delivered to the post office for mailing.
Dupe: Short for duplicate. Identical or almost identical names that appear more than once in a mailing list.
Dupe rate: The amount of names in a mailing list identified as duplicates, expressed as a percentage.
Duplex lasering: Laser printing on the front and back of a letter or promotional piece, usually performed at the lettershop.
