The past few years have proven to be challenging for direct marketing fundraising. When you consider the 2001 terror attacks and the ensuing questions about dispersement of funds contributed as a result, Anthrax scares, the war on terrorism, corporate distrust, the recent Catholic Church opprobrium and the troubled economy, it’s no surprise that fundraisers have felt left out in the cold.
Saving money is imperative in today’s economy. With budgets being slashed and revenues down, nonprofit organizations are under tremendous pressure to cut costs. It’s a challenge, especially when trying to maintain an appropriate image.
In direct mail print production, doing more with less always has been the name of the game. But now more than ever, finding hidden savings means reviewing all the options — suppliers, equipment and the many factors that influence cost, including paper, sheet sizes and printing techniques.
What to do? A legend in direct marketing comes up with an idea for your nonprofit, an idea that would increase donations dramatically. But it’s an idea that goes against the very core of your mission.
If you’re Consumers Union, the nonprofit publisher of Consumer Reports, you reject it. You send direct marketing guru Jerry Huntsinger away and quietly hope he’ll come back.
