Where It's @

2. Get it right
“Make sure that on the Web site there are many opportunities to donate, because it seems apparent to us that as people become more engaged in the organization, the point at which they decide to become a donor may not be something that we can or should control. We should make sure that the opportunity is there when they make that decision. And when someone makes that decision, you need a back end that’s going to ensure that that decision isn’t going to get unmade because a piece of the technology failed or the form is too difficult to navigate,” he says.

3. Use it the way it was meant to be used
“Because of the cost, there’s almost no mailing in direct mail that isn’t a direct ask. There’s no strategy that I know of that doesn’t require a direct ask in every piece of mail that goes out. Likewise with telemarketing,” he says.