The Five Warning Signs of Direct-mail Fundraising Trouble

The Five Warning Signs of Direct-mail Fundraising Trouble

Dec. 6, 2005

By Mark A. Jacobson

Veterans of direct-mail fundraising campaigns know the challenges they face in keeping program ROIs on target: renewing donors acquired by premiums, trying to persuade telephone donors to renew by mail or e-mail, and battling increased lapsing rates among even the best donor segments.