Selecting a List, Testing It Twice …
Direct-mail acquisition beyond offer and creative.
The economy must be truly improving, as I'm involved in more and more conversations about the need to invest in donor acquisition. For most nonprofits, today's reality isn't too encouraging. The Agitator summed it up like this last week:
"The average nonprofit has a 60 to 70% chance of getting an additional contribution from existing donors; a 20 to 40% probability of getting a gift from a lapsed donor; but less than a 2% chance of receiving a gift from a prospect."
- Companies:
- Packer List
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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