Five-Minute Interview: Todd Hendricks Fundraising Obstacles 2005

Todd Hendricks, senior director of direct response at the American Society for the Prevention of Cruelty to Animals, pauses to reflect on the obstacles that await fundraisers in 2005.

FundRaising Success: What has been your most memorable moment in direct mail fundraising?
TH: I can’t think of a single greatest moment in fundraising. The thrill for me is to see good ideas implemented successfully and rewarded with good response from our member base.

FS: What core issues do you think direct mail fundraisers will grapple with in 2005?
TH: The major challenge that nonprofit direct-response marketers will face will be reacting to the giving behaviors of their donor bases. It will be critical to recognize that members will want to give through the channel(s) that they are most comfortable with at the time they receive our requests for donations.

FS: What are the current prospecting challenges facing direct-response fundraisers?
TH: The biggest acquisition challenge will be the ongoing challenge of finding the donors who provide our organizations with the greatest lifetime value. As dollars for donor recruitment continue to shrink, it will be all the more important to acquire the best prospects.

FS: Aside from direct mail, which media currently offer the most opportunity for direct-response fundraisers?
TH: Online communication holds the most opportunity for nonprofit direct-response marketers. The election year has shown that having this vehicle available provides an instant opportunity for members to contribute.

FS: What was the last piece of direct mail you responded to, and why?
TH: Other than giving every month to the ASPCA, the last direct-response piece I responded to was from The DOE Fund’s “Ready, Willing and Able” program. I have been around New York off and on since the late 1970s and I see the difference these men make in my neighborhood every day. I have also seen the improvement in the living conditions that the fund has made with donor support.