Get Out of Your Direct-Mail Comfort Zone
Find out what your target audience really thinks
I'm not advocating freemiums for everyone. But before you dismiss them (or include them in every other mailing), talk to people outside your organization and get their opinions.
Poor targeting isn't just wasting your money — it's irritating
One of the biggest complaints I hear is when students get a mailing that is totally wrong for their demographic. It doesn't matter if it's targeted to a different age group, a different faith group or a different gender — it makes people mad.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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