The State of Direct Marketing and Integrated Fundraising

[Editor's Note: Here, fundraising guru Roger Craver shares insights from his session, “Agitate Your Direct Response Program: An Hour With Roger Craver,” presented June 11 at Fund Raising in Day New York.]

In the past 15 years, the number of public charities has increased from 600,000 to nearly 1 million. This increased competition, coupled with changing demographics, has resulted in declining acquisition rates, rising acquisition costs and declining retention rates. Unfortunately, there are no silver bullets. The much-heralded “Web” of 15 years ago that was supposed to yield a bonanza of dollars at little cost has failed to live up to the hype. Although the online world is great for information, cultivation and communication, it has limitations when it comes to fundraising.