What Does Your Board Need to Know About Direct Mail?
4. What you can expect
Chart 4 shows a typical acquisition projection for a large Red Cross chapter:
If only half of new donors make a second gift of $25 within the fiscal year, you have more than recouped your initial investment.
The bottom line
The above information just scratches the surface of the intricate world of direct-mail fundraising. But I hope this will give you some nuts-and-bolts information to help illustrate the high value of a direct-mail program for an established organization. At the end of the day, it is an old cliché, but in this case, it’s really true: Direct mail doesn’t cost — it pays!
- 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.
