Best Practices Never Go Out of Style

But the ambiguity is no excuse to flounder along, never paying attention to what works best in your direct-response efforts. So, instead of a "Top 10 List of Best Practices," here are four steps to help you establish your own best practices.

STEP 1: Accept the truth: There is no one formula that works for everyone
It's good to study what other people are doing in direct response. Reading articles, attending seminars or webinars — all good. But these aren't magic bullets. Donor files are built from different sources; alumni respond differently than event-acquired donors or direct-mail-acquired donors. Political donors may respond very differently than donors giving for religious motivations. You can apply everything you learn and still fail. Instead …