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It’s sad but true — direct-mail acquisition usually nets negative dollars. But when organic growth, online efforts and requests for referrals aren’t producing enough new donors to propel your nonprofit to the level you want to be (let alone replace donors lost to attrition), direct-mail acquisition may be critical for long-term survival.
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Pamela Barden
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Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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