
Twelve organizations recently joined forces to create the first-ever Integrated Marketing Advisory Board (IMAB) for the nonprofit sector. The participating organizations are: Amergent, Avalon Consulting Group, Barton Cotton, CDR Fundraising Group, Convio, Donordigital,
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Let’s face it. As direct-response fundraisers, we don’t spend enough time trying to renew lapsed donors. Most of our effort goes into acquisition and current-donor programs — and for good reason.
Current-donor mailings generate the bulk of your income, so that’s always your first priority. And even though most acquisition mailings lose money in the first year, they do create future donors. (Note: If you’re making money or breaking even on your acquisition mailings, you’re doing a great job. You should request a raise from your boss immediately, and write to us here at FundRaising Success and tell us how you’re doing it.)
President John F. Kennedy gave NASA a decade to get to the moon. My kids give Santa a year to come through with presents. But I wonder if the rocket scientists and St. Nick have the same “under-the-gun” feeling that many direct mail fundraisers have when preparing the next big campaign.
Both experienced and newbie fundraisers alike know that successful campaigns require an investment of financial resources and time. We’ve dealt with the financial issues, now let’s deal with time — the one resource of which we all have the same amount to spend.