What Aretha Franklin Can Teach Fundraisers About Direct-Mail Response and Online Giving

What brought you here?
[] I received a mail piece. If convenient, please enter the code printed above your name on the response form here: [ ]
[] An e-mail.
[] I was just visiting the site.
[] A friend’s/relative’s recommendation.
[] I attended an event.

At DMW Direct Fundraising, we have seen a few organizations do this well — Rochester Institute of Technology (RIT) is one example. The annual-fund online-giving site asks, “What prompted you to give online?” This data-collection feature is strategically placed at the bottom of the form, right before the “submit” button, because at this point it is less of a deterrent.