IFC Roundup: New Challenges Facing Direct-marketing Fundraisers

Fundraisers consistently fail to get the right information from their databases. They mass-mail most of their databases most of the time. Why? Because they are driven by short-term finances and don’t have the influence in the organisation to insist on proper investment in supporter research and development. Most are blind to the recruitment of supporters other than through traditional means — cold lists, inserts, door-drops and so on. Very few have programmes that are designed truly to delight the supporter, remove unwelcome pressure to donate and make the supporter feel part of the great enterprise that is the work of the charity.