Consumer-marketing practices have a place in fundraising. You just need to know how to translate them.

By Debbie Merlino

Urgency
Retailers have become experts at driving traffic, creating a sense of urgency with their increasing reliance on sales. They know how to get their customers up off the couch and into the stores this coming weekend. What reasons are you giving your donors to donate today?

Reread one of your direct-mail letters from last year. Could you just as easily be sending this same letter out in your next mailing? I hope not!