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Article: That familiar feeling: fundraising goes national by going regional.
- Article from:
- The NonProfit Times
- Article date:
- September 15, 2008
- Author:
CopyrightCOPYRIGHT 2008 NPT Publishing Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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When the American Lung Association (ALA) in New York City tried to streamline its fundraising efforts by eliminating local references in their mailings in favor of a generic nationwide message, it saw donations drop 12 percent from the previous year.
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Quickly, the ALA reverted to the old ways, making sure that an appeal had something local in it, even if it was only a post office box for sending a check.
At the American Red Cross (ARC) in Washington, D.C., however, one size still fits all. A test in three major cities using locally-tailored appeals attempted to persuade donors to national relief funds for victims of the ...