Monthly Archives: October 2009

“The more it costs to acquire a donor, the less valuable the donor”

I’ve acquired far too many “truisms” over decades in fundraising.  Most are over-generalizations with many exceptions.  All contain a nugget of truth. A datum came in recently that brought one of the less frequently quoted to mind: “The more it … Continue reading

Posted in Mail fundraising | Leave a comment

Behavior is the only thing worth testing

As a veteran direct marketer, I trust tests in the mail far above any traditional research. Send out two mail packages to two lists, a random A/B split, and see what happens.  Your prospects / donors will tell you which … Continue reading

Posted in email/internet | Leave a comment