The Real Value of Direct Mail

And here’s the silver lining: You can now retask and retrain the annual-giving staff (formerly assigned to direct mail) to take personal engagement to the next level, meet with prospective major donors and ask for larger gifts. This is why we call it “development” and not simply “fundraising.”

Larry G. Raff is president of fundraising consultancy Copley Raff. Nelson Checkoway is president of Checkoway Consulting and a senior consultant at Copley Raff.