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Article: Acquisition: staying the course: groups that can afford it are continuing to mail.(DIRECT MAIL)
- Article from:
- The NonProfit Times
- Article date:
- October 1, 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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If there's one thing that charities seemed to have learned from the post-Sept. 11 fundraising era, it would seem to be: Don't cut back on acquisition mailings when times are tough.
Anecdotally, many direct response fundraisers recall nonprofits scaling back on acquisition after Sept. 11, whether it was because of the economy, the perceived mood of the nation, or even the anthrax letter scares during the subsequent months.
When nonprofit boards look at where to cut expenses, acquisition is usually first on the chopping block. "It's like robbing Peter to pay Paul; said Tabetha Leinweber, manager of direct marketing for Susan G. Komen for the Cure. "Rather ...