Mailing during the recession was not easy for nonprofits, but there are lessons to be learned from its aftermath. During a recent DMA Nonprofit Federation conference, Craig Finstad of the American Lung Association shared some of these lessons:
* If your piece is not in their mailbox, someone else's is. The strategy is to stay in front of renewal donors. The organization resisted pressure to cut the number of appeals without testing.
* If you mail it, they will come.
* Dance with the girl who brought you. Pressure from management and complaints from donors will make you want to cut back on the number or cost of mailings or on winning packages. Resist the temptation of making changes without testing.
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