American Diabetes Association

After generating more than $29 million in FY04 via direct mail -- a 16 percent increase over FY03 -- the American Diabetes Association set an aggressive DM goal for FY05: Take in $31.3 million, a 9 percent increase over FY04. Quite a lofty goal, that. But Patty Ruch, director of direct mail and database marketing for ADA, says that by incorporating testing at both the conceptual and component levels, the organization was able to bring in more donor dollars, more consistently. ADA first had to determine if its mission was strong enough to launch and maintain a Monthly Sustainer Pledge Program. Much to its

According to conventional wisdom, the world of fundraising for nonprofit organizations includes separate camps of volunteers and donors. Donors shall give their money, volunteers shall give their time, and never the twain shall meet, right?

Not necessarily. Increasingly, fundraising officials at nonprofits are seeking volunteers willing to make the leap to financial sponsorship. Volunteers are being asked to contribute money precisely because they’re already physically and emotionally involved with the organization. If they’re more or less committed to the cause through volunteer work, it makes sense to ask them to make a monetary contribution.

There’s a gleam in Vaneeda Bennett’s eye that borders on mischievous and a lingering quality to her laugh that makes you wonder what she’s up to. What she’s been up to — for the past nine years, at least — is a major upheaval of the thinking in the development office at the American Diabetes Association. An upheaval that’s lead to a 100 percent cumulative increase across four development areas at the national, Virginia-based organization over the past eight years.