Table A3-76
Nonprofit Standard Mail Response to Advertising by Familiarity With Organization
(Percentage of Pieces)
Postal Fiscal Years 1987, 2006 and 2007
(Diary Data)
Response Previous Customer Organization Known Organization Not Known Total
1987 2006 2007 1987 2006 2007 1987 2006 2007 1987 2006 2007
Yes 28.0 21.3 21.1 6.8 4.6 3.1 5.2 2.9 3.4 18.0 13.9 13.6
No  43.3 47.2 50.1 74.0 76.5 76.5 76.8 79.7 80.9 55.2 56.6 59.0
Maybe 20.9 25.8 22.5 10.6 13.1 13.0 9.4 9.4 9.5 16.5 19.3 17.5
No Answer 7.8 5.7 6.3 8.7 5.8 7.5 8.5 8.0 6.3 10.4 10.3 9.9
  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 0.6 1.3 1.2 0.3 0.5 0.5 0.2 0.3 0.3 1.1 2.0 2.0
Restricted to Advertisements or Request for Donation from One Organization Only
1987 Estimates Include pieces for which no response was given for familiarity with institution. 
Note: Totals may not sum to 100 due to rounding.