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

5. Revise the gift acknowledgment program to place more emphasis on how A2H fights hunger in America. Now, acknowledgement letters are personalized to match the piece to which the donor responded, and the back of each acknowledgement letter is dedicated to the “how” of what the organization does.

Looking ahead
Where to go from here? According to Shoemaker, A2H would like to take a more personal approach to direct marketing.