Selecting a List, Testing It Twice …
Direct-mail acquisition beyond offer and creative.
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But to acquire a large number of new donors quickly, nonprofits often turn to direct mail. It's cheap (well, compared to an option like direct-response television); you can target a specific geographic area or demographic; and over time you recoup your costs, identify potential major donors and planned-giving prospects, and build a loyal — and profitable — group of supporters.
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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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