'Are We Mailing Too Much?' Is the Wrong Question

By Angie Moore

I promise this blog will be about much more than direct mail, but I just can't resist the urge to talk about the question I hear more than any other — from marketers, fundraisers and the C-suite: "Are we mailing too much?"

I'm not saying that your program of 38 touches is or is not a good thing. What I'm saying is the question about frequency is the least important question you should be asking right now. And if you saw the DMA Nonprofit Federation presentation by Chuck Longfield, chief scientist at Blackbaud, at the Washington Nonprofit Conference two weeks ago, I would say everyone should be asking some very serious questions.

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Angie Moore Author's page

Vice President, Strategy & Development
Eleventy Marketing Group

Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.

Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.