DM Diagnosis: Heritage Foundation Appeal Takes Risks
Monthly giving effort falls prey to postage increases and a potentially damaging deal to donors.
Automatic bank draft donors have the highest lifetime value compared to other types of monthly donors, and I understand why many nonprofits concentrate on obtaining more of them. However, a promise that they'll receive little or no mail as a benefit is a concern.
"Your monthly $4 gift means we won't have to send you so many mail solicitations, Ms. Seville. We'll save valuable resources that would otherwise be spent on postage, paper and printing. That allows us to concentrate even further on fighting the radical agenda of President Obama and the liberals in Congress."
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