Electoral Dysfunction?
How to keep raising money when every channel is clogged up with election stuff.
Choose mail-drop dates wisely
In the 2008 election, we worked with several clients to test acquisition timing. In short, we found it better to be in-home before Oct. 7 and after Nov. 7. Note that we didn't reduce quantity; we just shifted some timing. The packages between Oct. 7 and Nov. 7 didn't do as well as those we dropped earlier or later.
Tom Harrison is the former chair of Russ Reid and Omnicom's Nonprofit Group of Agencies. He served as chair of the NonProfit PRO Editorial Advisory Board.
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