Pulling Power
Whether you're talking about acquisition or retention, here's why you should never underestimate direct mail for donor engagement.
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Joe Boland
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Nearly a decade and half into the new millennium, direct mail is still the workhorse for fundraisers. And while it’s true that multichannel fundraising is a must, direct mail is still a vital piece to acquiring, retaining and cultivating donors. The key, as in any fundraising medium, is engagement.
Take, for instance, MSPCA-Angell and the League of Women Voters (LWV). In its annual, year-end special event campaign, MSPCA-Angell utilizes direct mail to renew donors by engaging their passion for their pets. Meanwhile, LWV includes a popular, hard-to-resist engagement device in its direct-mail acquisition control to engage new supporters and get them to join and donate to the organization.
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