The Five Warning Signs of Direct-mail Fundraising Trouble

5. You follow the thinking, "Our strategy this year is what we did last year; it's what our donors want." Chances are good that if you've read this far, your numbers aren't that good right now. Or at least you have a hunch that all's not as good as you'd like.

Continuity -- in message, branding, appeal scheduling -- all can be positives. But it also can lull an audience to sleep and generate a false sense of security. Are you sure last year's acquisition program was successful? The proof lies in your renewal results since then. Did you obtain new donors who have maintained their interest and support? Or did you use a package that attracted donors that by nature wouldn't renew?