Direct Mail: How Much is Too Much?

7. Fundraising is an emotional endeavor. Donors give because their hearts are moved and because they trust you to fulfill their heart’s desire. Just look at the response this year to the tsunami and hurricane disasters — donors responded overwhelmingly to the tragedy unfolding on their televisions. Your fundraising program should be designed to tap this human reservoir by frequently communicating your needs, your mission and values, and the positive things you want to get done.