AFP Booklet Addresses Ailing Donor Files

Among many topics, Guellich addresses the role of direct marketing in development. “I have found that some organizations that are doing direct marketing — large or small or mid-sized — need to take a look at some of the minor things they could do to course correct their files,” Guellich tells FS.

She says the booklet is not necessarily for “entry-level folk” but, rather, for people who have been in the field for a while — those who need to take a harder look at the numbers and what’s going on in their files.