Mastering Multichannel Acquisition
Direct mail
Direct mail is the workhorse of the fundraising industry. While many thought the Internet would make mail obsolete, the fact is that 93 percent of fundraising dollars are still raised through traditional offline channels for most charities — see the 2012 Blackbaud Charitable Giving Report — and your typical donor (female, 60+) still gives through the mail. Direct mail provides a reliable base of support on which to build an integrated program, so shore up your direct-mail efforts before branching out into newer channels. Also continue to test (creative, offers, ask strings, etc.) within your file to optimize net revenue and lower your cost to acquire a new donor.
- Companies:
- Blackbaud
Angela Struebing is president of CDR Fundraising Group, a multichannel agency focused on helping nonprofits maximize their online, direct mail, telemarketing and DRTV fundraising results. As president, Angela is responsible for overall agency management and strategic planning for national nonprofit clients to include The Wounded Warrior Project, Shriners’ Hospitals for Children, MoMA and the Marine Toys for Tots Foundation. Angela is a frequent speaker at industry events and is recognized for her strategic expertise. She has also served as Education co-chair for the Bridge Conference.
