In cases where mail is being sent late, or is deadline-sensitive, use First Class or do not mail at all. For everything else, “bulk” is generally fine. Most times, “Third Class Mail” (the US Postal service often changes the name of this service; but it’s generally recognized as “bulk mail” or “standard mail”) works just as well as first class mail, and using the nonprofit, pre-canceled postage results in substantial cost savings. But nonprofits that try to gauge mail arrival so it can be read by a certain day of the week are kidding themselves. Not only does it depend on the different post offices your mailing is routed through, but many people don’t read mail daily because they are either not at home or have other priorities. With proper planning, however, you can control the arrival of Third Class Mail within 10 days in the U.S. (except during the Christmas season). One of the reasons nonprofits new to direct marketing shy away from Third Class is that they feel their mailers will be perceived as junk mail. This is a misconception, because junk mail is only “junk” if it has no appeal to the reader (like most of the spam out there). A well-written and well-produced mailing that tells your organization’s story will appeal to many of your prospects. If you are sending out a personalized letter, we generally recommend first-class mail (with a real stamp, and preferably a handwritten or typed address. You may also want to consider writing “first class mail” on the envelope. Of course, the size of the mailing and your budget may impose limitations, but many of your planned giving mailings will be going to a small, targeted group.