Pulling Power

Thus, the bulk of the target audience comprised current donors, while a select group of 24- to 36-month-lapsed donors also were mailed.

“This is aimed at the regular direct-mail donors, people who give $40, $50, $75, $100 and up, of course, as opposed to an event where it costs $250 or $500 for a ticket. This is aimed at the backbone of the donors. It gives them a chance to participate in a way that’s kind of unique,” Genovese says.