This example illustrates the impact on the file and on income from two distinct groups of people acquired in 1994. One group of people joined the station via direct mail. The other group joined as new members during an on-air pledge drive. More members were acquired on air than in the mail. Note that the decline in on-air acquired members is more dramatic and more rapid than the decline in mail acquired members.
Dollars reflect the same trends.
Where the on-air acquired dollars drop dramatically in the second and subsequent years, direct mail acquired dollars remain far more stable. To generate cash flow and to strengthen the member file, direct mail acquired members need to be added to the file on a regular basis along with pledge acquired members.