Reflections on 10 Years

• “Some passionate supporters of RFA will dismiss the mounting case studies supporting the use of predictive models, arguing that RFA delivers adequate results with minimal investment. However, we’re living in a time when adequate results are not keeping pace with escalating costs and attrition rates. Fortunately, small improvements in response or average gift can have a profound impact on a fundraising program. And the cost of building, maintaining and implementing predictive models turns out to be comparable to — if not less than — the cost of traditional RFA.”

From Jerry Huntsinger, ageless direct-marketing curmudgeon and guru (feature, “Be Persistent, Not Pushy”):