B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
35%
35% -- direct mail response variance for The Ottawa Mission Christmas direct mail appeal (HMA test pack, November) (2025)
In November, HMA's direct mail test pack beat the incumbent's pack by more than 35%.
- Beat by more than 35%
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
35%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Harvey McKinnon Associates
Primary
Tier B
https://harveymckinnon.com/success-story/the-ottawa-mission/ ↗
Source Article
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The Ottawa Mission is a non-profit, faith-based ministry, meeting the needs of the homeless and those at risk of being homeless in the Ottawa region. Established in 1906 on the foundation of food, clothing and shelter, the demand for The Ottawa Mission’s services has increased dramatically in recent…
Original Research
Harvey McKinnon Associates
· Original study ↗
Methodology
A/B split test of direct mail packages against incumbent agency packs
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
The Ottawa Mission Christmas direct mail appeal (HMA test pack, November): 35% direct mail response variance. Source: Harvey McKinnon Associates (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/hma-direct-mail-beat-incumbent-35
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<blockquote cite="https://lighthousedata.io/data/hma-direct-mail-beat-incumbent-35" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>35%</strong> -- direct mail response variance for The Ottawa Mission Christmas direct mail appeal (HMA test pack, November)<br><small>Source: Harvey McKinnon Associates (2025) · <a href="https://lighthousedata.io/data/hma-direct-mail-beat-incumbent-35" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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