Reflections on 10 Years: October 2005
- “Key to the success of the campaign was appealing to the cultural pride that is evident in San Diego’s large Greek community, rather than simply approaching them with the idea that it was good for the school.”
- “Stop trying to prove your mission with facts. That gets to the wrong side of your donor’s brain, if at all. Get into your donor’s psyche with a story, because right next to the donor’s story lobe is the check-writing lobe — and they are closely connected.”
From Tom Hurley, president of the not-for-profit division of DMW Worldwide (In the Trenches, “9 Habits of Successful Direct-Response Fundraisers”):
- “Direct-response fundraising can be an awesomely complex medium. Stay focused on a strategy that will get you to a successful future. Trust your support team. And don’t sweat the small stuff.”
- Here are Tom’s nine habits:
- Have an annual plan.
- Give clear instructions.
- Don’t be swayed by “the next big thing.”
- Keep to deadlines.
- Pay your bills on time.
- Always send clean data.
- Never make changes at the proof stage.
- Return calls promptly.
- Don’t sweat the small stuff.