Direct mail is dead. Unless it isn’t.
Many nonprofit managers are evaluating their direct mail fundraising programs and assessing their return on investment, but many others are seeing such good results that they are continuing to use mail solicitation.
Speaking during the AFP International Fundraising Conference, Gretchen Gordon of KUAC TV & FM in Fairbanks, Alaska, and Chris Kasavich of the University of Texas MD Anderson Cancer Center offered tips on getting the most out of a fundraising method that has held its own for a long time. Their advice:
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