Talking to Your Board About Direct Response

This challenge is compounded by the fact that most board members are more likely to be major donors than regular donors. They hang out with major donors. They think like major donors, and support causes and offers that resonate with major donors. In other words, they are generally not the audience for your direct-response marketing program and, hence, are not in the best position to pass judgment on your messaging, offers, channels, frequency and even creative approach.