Direct Response: Not So 'Direct' Anymore?

Reduce internal silos
This has been popular advice for the past few years — and for good reason. If everyone involved in marketing and fundraising joins together to simply raise the most money possible, we can stop worrying about which channel to credit a gift. We can focus instead on how to really integrate to improve the donor’s experience and maximize revenue for the organization.

Think about donors as people
When planning a campaign, think about all the ways people might interact with the organization. Don’t just assume they read your mail in a vacuum. Is there an area on the homepage dedicated to your mail topic? Can you plan any media or public relations events to coincide with your e-mail campaign? Are other departments communicating with donors about a different topic, and if so, how might this change donors’ experience with your campaign?