Sealed with a Kiss—and Scads of Marketing Savvy
A panel discussion of best practices in direct mail for animal welfare groups
As the chief development officer for the Washington Animal Rescue League in Washington, D.C., Rob Blizard spends a lot of time with direct mail, and he's always curious what other organizations are doing to maximize its effectiveness. Direct mail is typically a critical revenue stream, often one of the largest both in terms of gross and net revenue for animal welfare organizations. If you’re wondering about the current approaches and what might help your organization bring in more cash for its programs, sit down at this virtual roundtable as some fundraising experts and shelter leaders talk shop, offering their take on new trends, what's working, and what's not. Among them, the six interviewees have a combined total of more than 100 years of experience in direct mail and nonprofit fundraising.
What direct mail techniques are working for you?
Sources generally agree that matching gift challenges, holiday appeals, and annual fund drives are all serving them well, and Genovese mentions the appeal of membership packages that include a plasticized membership card.