Tag Archives: segmenting

When Direct Mail Appeals Go Sadly Wrong

Dear “SALU” said the appeal, obviously missing the important step of mail merge.  Dear SALU, alas, wasn’t the only error.  The next sentence asked me–as a regular donor–to continue helping to do what they do.  But I’m not a regular … Continue reading

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Opportunity Costs

In economics, opportunity costs are “the loss of potential gain from other alternatives when one alternative is chosen.” For nonprofits, this is a very real issue, and one that too few of us consider every time we ask a prospect … Continue reading

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Connecting the Dots

A confession. I no longer open direct mail. But this was from a place where I had been the Executive Director—although many years ago—and I was curious what they were up to. Alas, not much. They still had “a fabulous … Continue reading

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