What Does Your Board Need to Know About Direct Mail?
3. The high cost of doing nothing
One thing you can be sure of: If you don’t ask for anything, you won’t get anything!
Chart 3 displays what happened when a national human-services organization decided to “save money” by eliminating its acquisition program:
This organization was seeing a sharp decline in direct-mail revenues. Yet just as the numbers were emerging from a slump, the decision was made to cut acquisition.
- People:
- Willis Turner
- Places:
- New York
- Richmond, Va.
Willis Turner believes great writing has the power to change minds, save lives, and make people want to dance and sing. Willis is the creative director at Huntsinger & Jeffer. He worked as a lead writer and creative director in the traditional advertising world for more than 15 years before making the switch to fundraising 20 years ago. In his work with nonprofit organizations and associations, he has written thousands of appeals, renewals and acquisition communications for every medium. He creates direct-response campaigns, and collateral communications materials that get attention, tell powerful stories and persuade people to take action or make a donation.
