The right mix of fundraising appeals?
August 7th, 2008 by Susan Low SaadatA recent article in The Chronicle of Philanthropy (“Group Finds that E-Mail Messages Spur Some Donors to Give More”, June 12, 2008) made me wonder about mix of appeals fundraisers should be using. The article revealed that at least for the organization they were focusing on, donors who were solicited by mail or telephone AND e-mail gave significantly larger donations over the course of the year than those who were solicited only be mail or phone. According to the article, receiving an e-mail that encouraged recipients to read the letter they were about to receive in the mail just after the letter had been sent tended to give more.
