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Jan 14, 2019

Improving the Acquisition Experience

Allegories for Unintegrated Direct Mail Acquisition Testing Activities:
• Tailor fitting a funeral suit
• Climbing a tall ladder on a building that’s on fire
• Planting orange trees above the freeze line

Don’t get me wrong. I love direct mail. But sometimes, context matters.

Spending hours and hours coming up with new ideas on how to beat your direct mail acquisition control kit is probably not the best use of your time right now – especially if you aren’t integrating your direct mail with other media campaigns.

Realistically, moving your direct mail acquisition response rate from 0.36% to 0.56% isn’t going to solve all your problems. New donor acquisition is a long-term problem, and you need an integrated solution.

I suggest, this time, you stick with your tried and true acquisition kit. Reinvest the time and resources you’d otherwise spend in direct mail testing protocols into brainstorming ways to engage a new audience that’s completely different.

I know from a career standpoint that seems bold. That everyone knows you can’t get fired for doing the “safe” thing. But as you can tell by looking at our stock market, there are no safe things right now. These new layers to an old problem require innovative solutions.

So be bold. Test something that’s never been tried – and then tell us about it.

Right Tools for the Right Job

Goodness gracious. Are you serious? Apparently in UK, COVID19 cases were under reported due to an Excel limitation on the number of cases in a database. Lives are at stake people! Use the right tools of the trade. And even when lives are not at stake, use the right...

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Fall Forecast 2020

I’ll start with the obvious: No one knows how this fall’s fundraising campaigns will do. We are at in a turbulent time. Global pandemic. Rising unemployment. Stimulus checks. Divisive election. World powers butting heads. Us analyst rely heavily on past data to give...

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The People Behind Nonprofits: Part Three

Interested in pursuing a career in nonprofit operations management? Here’s what experts in the field think you should know: It’s not enough to just be passionate about the cause. The nonprofit sector also needs business-minded people who excel at their jobs and are...

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