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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A properly integrated development office identifies these targeted mail donors through wealth screening and has the staff to make personal contact with them and plumb the potential to elevate them to greater generosity and involvement. The annual-giving officers are central to feeding the major-gift pipeline, and the direct-mail program gives them “grist for the mill."
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Larry G. Raff
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