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    go to only 700% today. How come?

    Because they are trying to raise money only by asking for it. With the exception of their gift acknowledgement letters, ev

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    I have a client whose direct mail fundraising program is in trouble. I think you can profit from his predicament. I know he is going to.

    The development officers at his non-profit organization are doing plenty of things right. They attract new supporters by mailing donor acquisition packages a couple of times a year. They solicit gifts from their existing donors many times a year. They thank donors promptly for every gift received. They recover lapsed donors using direct mail. And they watch their numbers.

    Yet the return on investment for their best renewal mailing each year has been declining steadily, from 1,500% five years ago to only 700% today. How come?

    Because they are trying to raise money only by asking for it. With the exception of their gift acknowledgement letters, eve

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    ficers at his non-profit organization are doing plenty of things right. They attract new supporters by mailing donor acquisition packages a couple of times a year. They solicit gifts from their existing donors many times a year. They thank donors promptly for every gift received. They recover lapsed donors using direct mail. And they watch their numbers.

    Yet the return on investment for their best renewal mailing each year has been declining steadily, from 1,500% five years ago to only 700% today. How come?

    Because they are trying to raise money only by asking for it. With the exception of their gift acknowledgement letters, ev

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    . They solicit gifts from their existing donors many times a year. They thank donors promptly for every gift received. They recover lapsed donors using direct mail. And they watch their numbers.

    Yet the return on investment for their best renewal mailing each year has been declining steadily, from 1,500% five years ago to only 700% today. How come?

    Because they are trying to raise money only by asking for it. With the exception of their gift acknowledgement letters, ev

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    Yet the return on investment for their best renewal mailing each year has been declining steadily, from 1,500% five years ago to only 700% today. How come?

    Because they are trying to raise money only by asking for it. With the exception of their gift acknowledgement letters, ev

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    go to only 700% today. How come?

    Because they are trying to raise money only by asking for it. With the exception of their gift acknowledgement letters, every letter they mail to donors asks for a donation. And that’s why their direct mail program is floundering.

    You need givers, not just gifts The key to success in direct mail fundraising is not donations, but donors. Your primary goal is not raising revenue, but building relationships. Your aim with everything you mail is first to keep your donors, and then to keep them giving.

    The most effective way for my client to keep his direct mail income steady or growing is to use direct mail as a donor retention tool and not just as a donation acquisition tool. He should create and publish a donor newsletter, and mail it as ofte

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