Special Report: Fundraising 101 Direct Mail

Fundraising programs will rebound with a combination of “back to basics” direct-mail strategy and an embrace of new media and technology to help us adapt to our changing world.

2. Acquisition is still the lifeblood of your program
In difficult times, many of us find ourselves rising to the defense of our direct-mail acquisition programs. Acquisition sticks out like a sore thumb as the part of your program that, most likely, loses money. Even the best programs in the most promising sectors usually only come close to breaking even. You might decide it’s best to keep your investment in new-donor acquisition flat this year, but don’t slash and burn.