Package: Everything contained in a direct mail fundraising appeal, such as the carrier envelope, letter, insert, reply device, return envelope and premium.
Package insert: Any promotional piece included in a product shipment. It may be for refills and replacements from the same company, or for products and services from other companies.
Package test:Test in which two or more direct mail packages are mailed to statistically equivalent groups of individuals from the same list or lists to determine which package performs best (often measured in response rate and average gift).
Paid circulation: Distribution of a magazine, newsletter or other publication to individuals or organizations who have paid for a subscription. (See Controlled Circulation.)
Pass along: The readership of a newspaper, magazine or direct mail letter other than the addressee. In publishing, the pass along readership is always higher than the readership.
Peel-off label: A self-adhesive label enclosed in a mailing package, intended to be removed and attached to an order card.
Personalization: The process of customizing each package in a mailing so that each package contains information that is unique and personal for each recipient. Areas of personalization include name and address, salutation, and date and amount of last gift.
Piggy back: An offer that accompanies another offer, free of charge.
Pledge card: A printed notice mailed to individuals who pledge to donate to an organization, usually in response to a telephone appeal.
Poly bag: Transparent polyethylene (plastic) bag used instead of envelopes for mailing.
Positive option: A method of selling products and services using the same technique as Negative Option (see above) but requiring the customer to place an order each time.
Postage-paid envelope: A self-addressed envelope whose postage is paid for by the organization that prints it. Also called a Business Reply Envelope, or BRE.
Premium: An item offered to a donor, usually at no charge, to encourage them to make a donation. Premiums that are included in the mail package are called front-end premiums. Premiums that the donor must request are called back-end premiums.
Presort: Discount offered by post office to mailers who transport letters directly to the post office sorted in the order that they will be delivered by the letter carrier (usually sorted by postal code or zip code). Also called Letter Carrier Presort.
Pressure-Sensitive Labels: Mailing labels that do not require moistening before being affixed to an envelope. Also called peel-off or peel-and-stick labels.
Prospect: A person on a list who is considered to be a potential donor but who has not made a donation yet.
Prospect mailing: A direct mail appeal sent to prospective donors or members. Also called an acquisition mailing.
Purge: To remove duplicates or unwanted names from a mailing list.
