Knowing When to Hold 'Em
Avoid the temptation to gamble with direct mail in an election year.
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While the agency maintained a tried-and-true approach with its creative and messaging, mailing schedules did shift. The goal was to avoid those periods where our research showed that the volume of candidate appeals would likely be greatest.
Direct-response fundraisers often struggle during the political season, as local, state and federal races attract giving that would otherwise be earmarked for charity. Donor fatigue and a still shaky economy continue to pose formidable challenges. But, don't succumb to those fears and overplay your hand. Better to wait for when the stakes are not quite as high and you can better afford to gamble.
Randy Brewer is president and CEO of Brewer Direct. Reach him via brewerdirect.com/contact/contact-us
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