October 24, 2006
The best nonprofit donors are the people that are most targeted by competing fundraisers, said Herschell Gordon Lewis, direct marketing guru and president of Lewis Enterprises, in his session “Using Mail and E-mail to Boost Nonprofit Response” at the Direct Marketing Association’s 2006 Annual Conference & Exhibition in San Francisco last week. Trends for the 21st century, for marketers and nonprofit organizations alike, are increasingly emphatic persuasion; inclusion of validation; increasing informality; and the promise of fast action. Lewis offered the following tips for boosting response through mail and/or e-mail: 1. Pose questions asking people to donate, bestow or bequeath. Questions are automatically reader
