Jacobson

The Five Warning Signs of Direct-mail Fundraising Trouble Dec. 6, 2005 By Mark A. Jacobson Veterans of direct-mail fundraising campaigns know the challenges they face in keeping program ROIs on target: renewing donors acquired by premiums, trying to persuade telephone donors to renew by mail or e-mail, and battling increased lapsing rates among even the best donor segments. These issues and others like them decide direct-mail results in the here and now. But wouldn't it be great to deal with the challenges that lie at the base of these bigger issues before the Sword of Damocles appears over our heads? In direct-mail fundraising, it's

As the nature and characteristics of various donor-base paradigms evolve, the Internet will be the response medium of choice for a fast-growing number of donors and prospects. Setting up a successful e-mail fundraising program requires patience and investment. Meanwhile, aggressive direct mail probably will remain the core technique, certainly among those whose initial or ongoing gifts have been achieved via this medium. Rather than a replacement, e-fundraising is another tool in the arsenal of cultivation and fundraising programs -- one that will fit both a specific niche as well as a complementary role. Following are some tips for creating, sustaining