Geared Up for Growth

AM: [An attendee asks], “Some NGOs are quitting the use of direct mail due to cost. What do you think about this? I’d like to know your perspective on the metrics that you just used to help somebody who is in the situation of wondering whether direct mail is still the right channel.”

KM: The metrics that I gave specifically are helpful for midlevel, and your justification for talking to those folks shouldn’t be a very difficult argument. But it’s certainly something you can look at for your overall program, as well. …In order to keep your program going, balancing the investment that you’re going to make in acquisition with the growth, the continued opportunity and hopefully the filling of the pipeline for your major and ultimate gifts is really the way to illustrate a complete picture of the role of direct response.