Special Report: Fundraising 101 Direct Mail

Decreasing new-donor acquisition programs will increase your net income only in the short term. However, not mailing acquisition will cost you next year … and the year after that … and the year after that. Your board members might not understand this, but it’s your job to explain it to them.

Acquisition is an investment that pays off over time, when you add new donors who will renew and upgrade their giving over succeeding years. You must weigh the short-term benefits of cutting back on acquisition versus the long-term risk of not acquiring new donors.