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

In addition to all the specific strategies that Delany and his staff have gleaned from the past few years, the overriding feeling is this: lesson learned. No one is about to bask too long in the glow of recent successes, especially not when it comes to direct marketing.

“We did the major push to take it all to the next level,” he says, “and now that we’re there, that doesn’t allow you to be comfortable. All that activity is ongoing.”