Table A3-20
Standard Mail Response to Advertising by Familiarity With Organization
(If Pieces Contained an Advertisement of Request for Donation and was from One Organization Only)
Postal Fiscal Years 1987, 2006 and 2007
(Diary Data)
Response to Advertising Previous Customer Organization Known Organization Not Known Total
1987 2006 2007 1987 2006 2007 1987 2006 2007 1987 2006 2007
Yes 21.6 17.3 17.1 5.7 2.6 2.7 4.6 2.4 1.8 14.6 10.0 10.4
No  47.7 50.4 52.6 78.6 80.7 82.2 83.0 83.5 85.7 58.6 59.6 61.1
Maybe 27.4 26.1 24.5 12.1 9.7 8.1 9.0 7.5 6.0 19.9 16.9 16.5
No answer 3.3 6.2 5.8 3.6 7.0 7.0 3.4 6.5 6.4 7.0 13.5 12.0
   Total 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
   Pieces Per Household Per Week 3.0 5.5 5.6 1.5 2.4 2.3 1.2 1.6 1.5 6.1 10.8 10.2
Note: Totals may not sum to 100 due to rounding.
  Includes pieces for which no response was given for familiarity with institution.