America’s Second Harvest’s new direct-marketing approach yields ‘remarkable results’ and proves that donors are hungry for more intimate relationships with nonprofits.

By Margaret Battistelli Gardner

And even those donors weren’t really getting the message, Shoemaker adds. Contributions came in fits and starts from some; others were one-time deals. Donor-loyalty levels weren’t where they should have been.

“To put it bluntly, they would give once and get off the file,” Shoemaker says.

Everyone involved with the new program at A2H seems to agree that helping donors feel more connected to the cause was key to turning around the direct marketing income.