A Look Back — and Forward

Fundraising has changed so much that it is almost “fund marketing.” (I’m really serious about this!) The marketing and communication of what we are doing is becoming just as important as the ask. How we frame the message has everything to do with whether the message lands or not!

Peters: Multichannel, lists are smaller, 70-plus percent of charities use premiums in direct mail, marketing is more sophisticated, and marketing and fundraising professionals have had to learn many new “tricks.”