PACKAGE OF THE YEAR Gold: Habitat for Humanity International Special Development Appeal (Craver, Mathews, Smith & Co.) Silver: Rhode Island Community Food Bank Annual Review Brochure (DaVinci Direct) Bronze (Tie): Tuskegee Airmen — Charles McGee Campaign (Fundraising Strategies) CARE November/December World Report (Merkle) ACQUISITION (50,000 OR MORE MAILED) Gold: Utah Food Bank 2007 Thanksgiving Donor Acquisition (L.W. Robbins) Silver: Wildlife Conservation Spring 2007 Acquisition (Schultz & Williams) Bronze: Mail Call Hurts (Gum Version) (Fundraising Strategies) ACQUISITION (FEWER THAN 50,000 MAILED) Gold: Tuskegee Airmen — Charles McGee (Fundraising Strategies) Silver: Bidawee “Welcome” (SCA DIrect) Bronze: Adaptive Clothing Gift Tag Package (Fundraising Strategies) RENEWAL (50,000
Covenant House
A changing of the guard can be a good time to revamp your direct-mail packages. When Covenant House International brought a new president on board in fall 2003, it needed to change its acquisition packages, which contained a letter signed by the previous president.
The international childcare agency took this opportunity to test a few other ideas in its Spanish-language acqui-sition campaign — namely the premium it was using.
Let’s face it. As direct-response fundraisers, we don’t spend enough time trying to renew lapsed donors. Most of our effort goes into acquisition and current-donor programs — and for good reason.
Current-donor mailings generate the bulk of your income, so that’s always your first priority. And even though most acquisition mailings lose money in the first year, they do create future donors. (Note: If you’re making money or breaking even on your acquisition mailings, you’re doing a great job. You should request a raise from your boss immediately, and write to us here at FundRaising Success and tell us how you’re doing it.)
Feb. 21, 2006 By Abny Santicola If you're not soliciting the Hispanic population for gifts, you're ignoring 10 percent of the market. So said Joan H. Smyth Dengler, vice president of direct marketing for childcare agency Covenant House, in a session on donor acquisition last Friday at the DMA Nonprofit Federation 2006 Annual Washington Nonprofit Conference. But if you are trying to fundraise from Spanish-speaking people, Dengler shared some advice on strategies that work best with this population. First and foremost, she said, is to come at donors with emotion, the top motivator for charitable gifts. In order to trigger emotions in
An often overlooked market segme By PAUL BARBARGALLO At 38.8 million, the U.S. Hispanic population continues to be the fastest growing ethnic market and accounts for roughly half of the nation's population increase of 6.9 million between April 2000 and July 2002, according to the U.S. Department of Commerce, Bureau of the Census. More than one in eight people in the United States are of Hispanic descent and, by 2010, Hispanic Americans will become the second largest ethnic group — following behind non-Hispanic whites. Strangely enough, despite an estimated spending power of $580 billion, Hispanics represent an under-served and often neglected market. "Hispanics
