Making Donor Acquisition Less Painful

An experienced list broker can be one of your best partners in a direct-mail acquisition effort. Because list brokers have knowledge of the marketplace that you may not have, they will ask questions like these, according to Packer:

• What is the message of your mailing?
• Is your message sellable?
• Is the emotion in the message?
• Why should donors respond to your message?
• Have you given them a compelling reason to believe that making a donation is a smart choice?

Give your broker the information he or she needs to make good list recommendations and ask tough questions — and you’ll give your direct-mail acquisition a better chance of acquiring donors for your cause. And that’s a win!