Don’t Let Sleeping Dogs Lie

The situation was dire: If a new package wasn’t created, the file actually would have started to decrease, which could have led to cuts in service.

In a session at the DMA Nonprofit Federation 2006 Annual Conference in Washington, D.C. this past February, Robbin Gehrke, senior vice president/executive creative director at Pasadena, Calif.-based direct-response fundraising firm Russ Reid Co., told attendees how BFAS teamed up with the firm to create a strategic plan to grow the file over the next few years while maintaining the then-current average acquisition gift of $25.