F, G, H, I and J — 'Vitamins' for Building Strong Fundraising
An alphabet's worth of things every fundraiser should care about (Part 2).
On a personalized piece, you can customize the gift arrays, but keep in mind that some strategies can work against others. For example, if your goal is to get maximum response to a mailing or e-appeal, you may not want to be aggressive about upgrading in the gift array. If you are using a preprinted response or a single landing page, provide a range of options in your gift array. For example, show what it costs to feed a child for a day, a week, a month and a year.
Pamela Barden is an independent fundraising consultant focused on direct response. You can read more of her fundraising columns here.
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