‘Common Logic’ Is Not Always Logical

Much of the so-called “common logic” of direct-mail fundraising that is still being handed down to new generations of fundraisers is bunk. In reality, illogical methods often win the day. Let me review just a few of the most common situations in which uncommon ideas succeed.

Avoiding tax day
One of the oldest myths in our business is that you should avoid sending solicitations around April 15. The logic seems reasonable … potential donors should be in a less generous mood after cutting a large check to Uncle Sam.