Multipronged Moxie
Lessons in multichannel mojo from the National Military Family Association.
3. If it looks like junk mail, it probably is
Direct-mail donors are changing. They're younger, more skeptical and receiving much more "junk mail" than ever before. A 4-inch-by-6-inch direct-mail piece that looked more like a personal notecard raised $87,000 more than 2009's more traditional letter for the NMFA.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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