Direct Response

Today, in an effort to balance my karma and avoid creative hubris, I want to remind all of us on the creative side of the PDF that putting out a direct-mail package or online communication that gets results is a two-way street.

Look at the data; don’t make assumptions based on feelings. Generally speaking, mailing more frequently than once a year will increase donor loyalty, not decrease. A charity with 3,000 donors should be mailing perhaps at least four and probably six times a year. Donor fatigue fatigue is when you get tired of people thinking that they have donor fatigue when it simply isn’t the case.

In the November 2010 cover story, "SOFII's Choice(s)," we invited readers to take a look at some timeless fundraising efforts from around the world that were deemed outstanding by the Showcase of Fundraising Innovation and Inspiration.

A question that Richard and I often get from development directors and MGOs is whether or not caseload donors should get regular direct-response appeals (mail and e-mail) just like the rest of the donor file. Our answer is always: Absolutely. Okay, so I heard a lot of gasps out there. But let me ask a question. Where do you think most donors who are on major-gift caseloads come from? Most major-gift donors come from those first $25 checks that are sent in from either a direct mail or e-appeal campaign.

In March 2011, Easier Said Than Done columnist Jeff Brooks offered up "20 Ways to Be Donor-Centric." Reaching the demanding, new donors of our time takes some special effort, but don't worry, it's nothing you don't already know, he assured us.

I am a firm believer that receipts have an important purpose in our fundraising strategy and should be mailed quickly after (almost) every donation. Here's why.

In our October 2008 issue, DMW Direct's Debbie Merlino relayed how consumer-marketing practices have a place in fundraising in "USP? BOM? WTH?"

In the session "Three Bears — How to Plan a Mid-Level Program That Is Just Right for Your Organization," at the DMA 2010 Washington Nonprofit Conference, speakers Jann Schultz, then director of donor relations at Operation Smile; Susan Paine, then director of direct marketing at the Human Rights Campaign; and Cathy Finney, then associate vice president at MINDset Direct, offered keys to success when planning a mid-level giving program.

At Fund Raising Day in New York 2010, fundraising guru Roger Craver presented a session called "Agitate Your Direct Response Program." Craver, founder of DonorTrends, editor of The Agitator and member of the FS Editorial Advisory Board, shared his insights on "The State of Direct Marketing and Integrated Fundraising" with FS.

Here are five tips for capitalizing on a matching-gift opportunity from FS Editorial Advisory Board Member Roger Craver, founder of DonorTrends and editor of TheAgitator.net, and creative consultant and nonprofit copywriter Kimberly Seville, which were shared in a Fast15, "Strike a Match(ing Gift)!"