5 Steps to Making Direct-Response Fundraising Work Again

In recent years, however, there has been an influx of marketing talent from the corporate world that has espoused the importance of brand building. And that's a giant leap forward … unless it's done in a vacuum with no understanding of or connection with the direct-response fundraising program.

Here's the rub: As an industry, we've been so successful at direct-response fundraising that we've made it look easy. As if all it takes is an idea, a channel and a tactic. As if it doesn't matter what you put on the website or in the direct-mail appeal.