American Red Cross

Sure, e-philanthropy is hot, but most nonprofit organizations still rely on direct mail as their fundraising workhorses. And the outer envelope is the wrapper for your all-important ask. It’s the first thing recipients see, feel and interact with.

As such, it requires a well-reasoned strategy that depends a lot on an organization’s mission, target audience and competition in the mail. Something that works for an advocacy group might not be right for a health organization. One thing that worked 10 years ago might still fly, while another favorite tactic could flop. It’s a testing game for each organization.

As your mother said, saying “thank you” is really important. For nonprofit organizations, it’s essential. In fact, if you don’t express gratitude quickly and well, your donors are likely to give somewhere else.

Communicating With Older Citizens Oct. 25, 2005 By Abny Santicola Citizens 65 years and older do not usually respond to traditional motivational techniques due to differences in their value structure and informational processing as compared to younger people. Understanding these differences, the psychology of aging and older citizens' motivators can increase the probability of closing the gift, explained R. Jay Ribble, chief development officer at the American Red Cross, in his presentation, "Getting to Yes! A Guide to Understanding and Communicating With Our Elder Citizens" at the 2005 National Conference on Planned Giving in Kissimmee, Fla., last month. Nonprofits looking to receive planned gifts

Rent Smarter, Not Harder Oct. 18, 2005 By Abny Santicola, associate editor, FundRaising Success The first thing nonprofit organizations should do when it comes to renting lists is understand their market definition. So says Todd Baker, vice president of marketing and brand development for Paulsbo, Wash.-based full-service direct-marketing agency Masterworks. Ask yourself: Are you an organization that's involved in health and human services, the arts, or relief and development? After you have a clear picture of your market definition you can begin by looking at the lists that similar organizations in your category rent. If you're just embarking on list rental, Baker advises taking

Many groups with upcoming fundraisers are wondering how to proceed when the need after Hurricane Katrina is so great. Many wonder if they can ask for money for a theater or for children overseas when tens of thousands of people in this country have lost their homes and livelihood.

The answer is yes, they can.

Fashioning Fundraising Appeals in Times of Disaster Sept. 27, 2005 By Abny Santicola, associate editor, FundRaising Success While acting fast and getting fundraising appeals out quickly are key in a time of disasters such as Hurricane Katrina, the 2004 tsunami or the Sept. 11 terror attacks, when it comes to the creative and copy used in such appeals it's important "to know how your organization relates to the disaster," says Bob Ball, senior creative director at Seattle-based full-service direct-response agency The Domain Group. During catastrophic events, organizations such as the American Red Cross or the Salvation Army work directly with victims, Ball says,

Almost before the seas had subsided from the tsunami-ravaged southern coast of Asia, Doctors Without Borders had airlifted more than 60 tons of medical, surgical and sanitation equipment to the area. The American Red Cross was mobilizing to support its global sister societies. Lutheran World Relief workers were handing out food and blankets. And Oxfam had sent 60,000 liters of clean, fresh water.