In the spirit of this year’s DMA Nonprofit Federation (DMANF) Conference theme: “Bringing Out the Best in the Big Apple: Best Thinking … Best Ideas … Best Solutions” we’re pulling out the best of the best in case you missed it!

It’s a critical part of any DM 101 session: don’t forget to welcome your donors as soon as possible after the first contact.  But what about new subscribers to your email list – wouldn’t it be more efficient to create an automated welcome series that not only solidified initial contact but also secured a gift?

Held July 20-22, the Bridge to Integrated Marketing & Fundraising Conference proved to once again be a valuable resource to direct marketing professionals.  If you weren’t able to attend, I urge you to check out the Conference website – presentations are available for download.

















Photos Courtesy of Mark Van Bergh Photography

Target Analytics has just released its 2011 donorCentrics™ Internet and Multichannel Giving Benchmark Report … and I wonder how much traction it will get in the direct marketing community.  Integrated marketing, multi-channel giving, cross-channel communication … we all talk about it and assume that if we provide donors various options they will simply give in the way in which we ask.  But is this true?  Do Internet acquired donors prefer to always give online or will they jump readily to the direct mail piece waiting in the mailbox?  And what about our trusty direct mail acquired donors – will they promptly go online to renew or respond to a special appeal when asked?  And, most importantly … are their differences in retention vis-à-vis method of acquisition?

A friend of mine (not associated with the world of direct marketing) recently asked me whether we still use the mail to raise money for our clients.  An interesting conversation ensued – with the customary disbelief that in an age of all encompassing electronic media and social networking direct mail is not dead.  Really … it isn’t! In fact, as Convio reported last year, direct mail remains the most acceptable solicitation channel for older Americans, “but also scores surprisingly well with younger generations” … with 49% of all donors sending a check through the mail.

So if the troubling trend of shrinking mail volumes we witnessed over the past few years seems to have subsided (see this month’s FYI) – are we out of the woods in terms of regaining strength in our acquisition programs?  No – because we’re now seeing another disturbing trend in the list world.

The 2010 End of Year Acquisition Advisor is just out from Names in the News. NIN’s comprehensive analysis reflects their database of 39 mailers, of which 29 were active in 2010 accounting for over 62.7 million pieces mailed, 500,000 new donors and $14.5 million in revenue last year.

What did they learn?

So how do you successfully unseat a long-standing control?  For more than ten years, no test package had beaten the National Museum of Women in the Arts' long-standing acquisition control—until Avalon helped them develop this winner. (The reason may surprise you!)

The Chronicle of Philanthropy’s January 9th piece “Charities Find Creative Ways to Recruit New Donors in Tough Times” offers this silver lining to the recessionary challenges that nonprofits have faced in recruiting and retaining new donors: New donors may be worth more over the long haul than supporters recruited in better times.  

That’s good news we’re all happy to hear! The article goes on to share Avalon’s analysis and quote Ann Herzog regarding this “better donor” hypothesis.

The 2010 Mid-Year Acquisition Advisor from Names in the News is just out and the good news is that 2010 is holding up with 2009 results. Overall, return rate, revenue/thousand mailed, and net cost/donor have all slightly dipped, while average gift improved slightly and costs dropped.

Another great benchmarking resource that I have highlighted in the past is the Names in the New Acquisition Advisor.  The most recent report summarizes 2009 findings ... AND, includes some great suggestions for acquisition direct mail programs.