Newport ONE

Once upon a time, instead of presiding over my own agency, I was sitting on the other side of the desk as the vice president of development at the National Easter Seal Society.

Back then, I had the responsibility to pick and choose among the many direct-mail marketing agencies that came knocking on our door looking for new business and promising breakthrough results that would lead to higher income, lower costs, less attrition, greater efficiency and more loyal donors.

What a grand time. FundRaising Success ventured into the tricky awards arena for the first time this year. And even though it was all new to us, it was a terrific experience from start to finish. We had a better-than-expected showing — 33 packages in all, submitted by 10 agencies and two organizations — a small but enthusiastic group of judges and a lot of fun.

Generation Y is one of the first population segments that knows the true meaning of instant gratification, according to Kelly Mahoney, president of marketing agency Newport Creative Communications. A three-week fulfillment window as a standard response is not going to help you cultivate a long-term relationship, she explains. Here, Mahoney discusses what Generation Y’ers mean for fundraising.

Todd Hendricks, senior director of direct response at the American Society for the Prevention of Cruelty to Animals, pauses to reflect on the obstacles that await fundraisers in 2005.

What will be the greatest challenge facing direct mail fundraisers in 2005?