Salutation: The way in which the donor is addressed at the start of a letter (“Dear Tom” or “Dear Friend,” for example).
Seeding lists: The practice of adding (seeding) unique names to a mailing list so that the list owner can verify that the 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 seeded names in the list will receive each mailing, and notify the list owner of what is going on. Also called “salting lists.”
Segmentation: The practice of dividing mailing lists into segments (such as major donors, monthly donors, lapsed members) so that each segment receives a customized appeal letter.
Self mailer: A direct mail piece that mails without an envelope.
Silent Auction: Popular fundraising technique used at socials for charities, etc. and typically involving the sale of multiple lots. Bidders leave written bids for a lot on a nearby paper or in a container. Variations include both disclosed and confidential bids. The winner is the highest bidder.
Sorting: Process of arranging envelopes in zip code or postal code order before mailing to improve delivery and, for large mailings, reduce postage costs.
Source code: A group of letters or numbers (or combination of letters and numbers), usually placed on donation forms or reply cards, and stored afterwards in donor database records, to help mailers determine the list or segment of a list from which the donor’s name and address originated. Also called a key code.
Source code report: An analysis of source keys (key codes indicating the source of a list) that shows the profitability of each list used in a donor acquisition mailing.
Special appeal: A direct mail fundraising package, mailed to existing donors or members, inviting them to support a particular program, project or fund. Often mailed several times a year.
Split test: A test in which a direct marketer takes two or more samples from a list, each sample considered to be representative of the entire list, and mails a different package to each sample to test the effectiveness of each package.
Statement stuffer: A slip of paper, printed on one or both sides, and inserted into the envelope that contains a customer’s bank statement. Also called a bill stuffer.
Swatching: Attaching samples of fabric (swatches) or material to a printed piece.
Sustainer Program: A program through which supporters of a non-profit organization give a regular donation automatically, usually by direct withdrawal from their bank account or credit card once a month. Also called a Monthly Giving Program.
