By
Larry G. Raff
and Nelson Checkoway
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direct-mail%20fundraising<%2Fa>%20program%20is%20to%20determine%20net%20revenue%20and%20the%20number%20of%20donors%20you%20keep,%20gain%20and%20lose.%20A%20mature%20and%20well-managed%20program%20invests%20in%20acquisition,%20ends%20the%20year%20with%20more%20donors%20and,%20if%20really%20good,%20achieves%20an%20overall%20higher%20average%20gift%20to%20boot.%0D%0A%0D%0Ahttps%3A%2F%2Fwww.nonprofitpro.com%2Farticle%2Flook-direct-mail-donors-major-giving-planned-giving-prospects%2F" target="_blank" class="email" data-post-id="10272" type="icon_link">
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We encourage taking a longer, more detailed and sophisticated view of direct-mail value. While everything above is obviously important, you need to acknowledge that the “unexpected” windfalls, such as significant bequests, are often from longtime $25 direct-mail donors. These are the ultimate rewards from a regular mail-solicitation program that keeps your mission and need for philanthropy in front of your low-profile and often obscure donors and stakeholders.
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