Direct Mail Dinosaur Advice On Online Fundraising
Just like the title says, here are five useful tips on online fundraising from avowed direct mail dinosaur Karen Taggart at care2. Read the details here.
1. Segment your file.
2. Incorporate variable ask strings.
3. Code, code, and code some more.
4. Analyze your returns at the end of a series.
5. Evaluate success based on long-term ROI and net, not just gross revenue.
To these five, commenter Kim Cubine added:
6. Don't bury the ask.
7. Test, test, test.
Thanks to Ellen Church at CMS for the tip.
And while you're on the subject, you might want to read this insightful article on the convergence of email and direct mail marketing from consultant Sari Tamillo at MBS, a marketing services provider.
Tom
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