Get Out of Your Direct-Mail Comfort Zone
Find out what your target audience really thinks
Here are a few lessons I've learned in the classroom over the last few months.
Lots of people really like freemiums
Let's face it, we get jaded. Address labels? For the senior set. Calendars? Who really uses them? But before you dismiss them totally, show them to some people who aren't employees of your nonprofit and, in fact, may not know anything about you. Would they use whatever the premium is? Does it seem incongruous with your mission? Would they feel good about receiving it from you? Is it tacky, sending the wrong message? Would it make them send in a donation?
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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